Ipsos’s 2015 tracking study of Canadian marketing and agency professionals' digital activity, conducted in partnership with CMA and Marketing Magazine, shows mobile marketing has yet to become mainstream.
40% of marketer respondents and 55% from the agency side said that they use mobile marketing often/always (vs. 33% and 55% respectively a year ago). More marketers are employing mobile this year – up by 7 points, but still less than half.
Compare mobile uptake with the more established digital tactics:
Much of the mobile activity is focused on optimizing websites (75% of respondents) and turning to responsive design (63%), while half of respondents (49%) developed an app, down from 55% a year ago. Just one in five are using or planning to use mobile coupons.
Note that half of consumers (49%) in Ipsos ’s consumer side of this study said they are willing to receive information via mobile, up from 36% a year ago. And 30% of consumers said they responded to a promotional text in the past 6 months.
The mobile opportunity is ripe for marketers.
Let’s look at data related to emerging mobile tactics:
Location-based marketing – the Ipsos tracking study found that 38% of respondents use location-based marketing. Note that consumer awareness of [specifically] beacon technology is high (86%) and consumers recognize the benefits: the top benefit is receiving rewards relevant to their location (62%) and over half (56%) like the idea of receiving alerts relevant to their whereabouts; this from CMA/LoyaltyOne research reported on this past October.
Augmented reality (aka mixed reality, which may refer to either virtual or augmented) – just 9% of marketers and 14% of agency side respondents in the Ipsos study are currently using augmented reality, with 18% of marketers and 37% from the agency side considering its use in the year ahead. Six months ago, when CMA/BrandSpark conducted a marketer survey, we found that 4% of marketers had a strategy in place and 7% were planning to implement a strategy – marketer interest in AR has since increased by 100%, albeit from a very low base.
Note that already one in five consumers has used the technology; the majority of users can imagine using the technology for a number of information purposes, this from CMA/Humber/LoyaltyOne research.
The Ipsos tracking study found that of those planning to use AR in the year ahead, 73% will use it for marketing, 66% for advertising, 52% for selling, 49% for entertainment and 45% for training/education.
If you need convincing that consumers are open to [benefit-driven] mobile engagement opportunities, a great AR example that meets multiple objectives is below. L’Oreal’s “Makeup Genius” app allows users to virtually test makeup, share results, and purchase product. It has been downloaded 14 million times since its launch in 2014 and has driven more than 250 million virtual product trials, according to the article “Competing on Customer Journeys”, in Harvard Business Review November 2015 issue.
Note to CMA Members: For more digital media benchmarks, trends and best practices, download the Ipsos Digital Marketing Pulse Report.