Mobile and Data Capabilities Are Top Priorities for Marketers, According to
Neustar - MMA Survey
Survey results uncover marketers' perceptions about mobile and the competitive
advantage that data offers brands
NEW YORK, Sept. 24 2013
NEW YORK, Sept. 242013 /PRNewswire/ --A joint study issued by the Mobile
Marketing Association (MMA) and Neustar, Inc. (NYSE:NSR) revealed that a
staggering 85 percent of marketers believe that mobile is a gateway to new
markets and audiences. Additionally, 80 percent of respondents cited that
mobile is not only transformational for their companies, but also strategic
for their careers to stay on the cutting edge of emerging trends and
technology. The survey identified that data offers significant value when
paired with mobile as 61 percent of companies plan to invest more in data
capabilities over the next year.
The data was reported in the "Marketers Guide to Mobile and Data," which
surveyed 400 companies across the consumer product and service categories.
Questions focused on how marketers perceive mobile, the impact achieved with
mobile tactics, as well as the strategic advantage of data. Research was
conducted by Research Now and unveiled today at the MMA's Advertising Week
Key findings of the study indicate that marketers have embraced the
combination of mobile and data as a vital component of the marketing mix:
o40 percent said that mobile is a top priority for their brand and core to
their overall marketing strategy
oAn additional 34 percent activated a strategic vision for mobile and
continue to test new tactics in order to gain experience with the channel
oThe combination of mobile and data was cited as a "game changer" with 65
percent of marketers indicating that data delivers a competitive advantage
for their business
o36 percent of companies use data to justify and influence all marketing
"Mobile has transcended boundaries, evolving beyond its role as a connection
or convergence device. Marketers no longer ask 'why mobile' because the future
health of their brands directly depends on mobile's role as a marketing
vehicle," said Greg Stuart, CEO, MMA. "There is no denying that mobile is
business transformational and the survey results prove that mobile has
advanced from an afterthought to the first thought when mapping out a
In terms of "how" marketers are employing mobile, most companies kick-start
their mobile efforts with familiar or mainstream tactics such as mobile apps
(65 percent). Social media (60 percent), video (57 percent) and search (56
percent) were also reported as emerging and up-and-coming investments in
Marketers cited they are more convinced of mobile's effectiveness after
reviewing the impact of their outreach. Depending on which platform is
deployed, 40-65 percent of marketers stated their mobile tactics were
extremely impactful, particularly those who integrated mobile coupons, real
time location targeting and mobile optimized sites.
Business leaders also embrace the power of data to execute mobile campaigns
with greater precision and relevance. Close to half of respondents stated that
they have the support of their executive teams to increase investment in order
to properly structure data capabilities.
To drill down the "mobile data readiness" in the market, there are three tiers
o"Mobile Data Pioneers" (33 percent) believe that data offers a competitive
advantage when it comes to mobile and architect a strong infrastructure to
support investments in data
o"Convinced & Trying" (31 percent) are convinced that data provides
significant value when paired with mobile and work to structure their
o"Indifferent" (36 percent) do not support that data offers a competitive
Of the Mobile Data Pioneers, 90 percent are certain mobile is transformational
for their business and they plan to invest more in data to stay ahead of
competitors. This group is also sophisticated in their mobile outreach with
over 70 percent of Mobile Data Pioneers integrating multiple mobile platforms
including apps, social media, mobile video and mobile coupons.
"Data represents the breadcrumbs of the consumer journey. Marketers that are
able to glean more insights about what consumers want, need and expect from
brands across this journey will drive higher and more effective levels of
engagement. Without data, marketers operate blind when trying to determine how
to connect meaningfully with their audiences," said Lisa Peterson, Director,
Mobile Solutions Business Development, Neustar, Inc.
With any evolving channel, there are areas to improve and progress. The
challenges with mobile as identified in the survey, include solving the
complexities of scaling and providing stronger measurement tools to map out
mobile's effectiveness in relation to other channels. Additionally, close to
one third also cited concerns with data ranging from platform fragmentation to
the quality of data and the lack of established standards.
However, after aggregating the responses from the survey, one observation is
clear; marketers are convinced that the combination of mobile and data is not
only valuable to their businesses, but also transformational to their future.
Over 60 percent of marketers pledged to invest more in mobile over the next
To review the study in its entirety, please visit
Additionally, to access an infographic that captures the "Marketers Guide to
Mobile and Data" study results, please visit:
The survey was conducted by Research Now during the third quarter of 2013,
using an online questionnaire. In total 400 marketers were interviewed,
covering a mix of medium and large companies, as well as a blend of middle to
senior management. All of those that participated had some level of
involvement in the digital marketing department of their companies.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its
associated technologies. The MMA is an action-oriented organization designed
to clear obstacles to market development, establish mobile media guidelines
and best practices for sustainable growth, and evangelize the use of the
mobile channel. The more than 700 member companies, representing nearly fifty
countries around the globe, include all members of the mobile media ecosystem.
The Mobile Marketing Association's global headquarters are located in the
United States and it has regional chapters including North America (NA),
Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For
more information, please visit www.mmaglobal.com. For information relating to
the MMA's Mobile Marketing Forum series, please visit
Neustar, Inc. (NYSE: NSR) is a trusted, neutral provider of real-time
information and analysis to the communications services, financial services,
retail, and media and advertising sectors. Neustar applies its advanced,
secure technologies to help its clients promote and protect their businesses.
More information is available at www.neustar.biz.
FOR MORE INFORMATION CONTACT:
Director of Communications, MMA
M: +1 917-558-1828
GRC for MMA
P: + 1949 3066476
Director, Corporate Communications, Neustar Inc.
M: +1 202-533-2934
SOURCE Mobile Marketing Association (MMA)
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