How Well Does Mobile Marketing Perform?

One of the hardest things about adopting a new marketing medium like mobile is the uncertainty about how well it will perform.  How will the return on investment compare to other, more established mediums?  Recently, Millennial Media and DM2PRO addressed this and other questions by partnering to conduct a survey of major brands and advertising agencies to see how well mobile is working for them.

As it turns out, mobile marketing is performing rather well.

When it comes to how mobile marketing is performing overall, 78 percent of respondents said the medium met their campaign goals, while an additional 9 percent said mobile performed “beyond our wildest expectations.”  Nearly one third of respondents stated that mobile has become an “indispensable” part of their media mix, while another 67 percent ranked mobile as “somewhat valuable” and only 2 percent said it wasn’t valuable at all.

I am excited for the 87 percent of respondents who said that their mobile marketing campaigns have met or exceeded their goals.  But at the same time, I am wondering what the other 13 percent did differently.  Maybe their marketing agencies simply didn’t “get” mobile...