Businesses,
small or big ones, have recognised that mobile phones are becoming a
bigger part of every Australian’s life, and thus had exerted
considerable marketing efforts to reach out to mobile users.
According to a survey from Salesforce, 84 per cent of marketers are
planning on increasing or maintaining their marketing spending for
this year, and their top priority is on the creation of mobile
applications.
Optimising
a website for mobile phones is already old news for some. In fact,
almost half of businesses in Australia had already integrated mobile
marketing strategies into their overall marketing a few years ago,
with social media and search engine optimisation also ranking high
among priorities. Analysts see that businesses are slowly becoming
more focused on results, or on people actually acquiring their
products and services, rather than simply building a positive online
presence.
On
the other hand, while there are a growing number of businesses adding
mobile optimisation to their marketing endeavours, most of them
struggle and are still unsure on the responsibilities and talents
they should allocate for mobile marketing. A separate study showed
that, while over 60 per cent of the companies surveyed said that
mobile is a strategic initiative, a portion of them still doesn’t
have a centralised mobile strategy due to lack of clear leadership,
which makes the services of experienced marketing professional(s)
valuable. Nevertheless, like it or not, mobile optimisation will be
the next big thing for online marketing in the next few years.
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