2015: The True Year of Mobile

An Analysis of Salesforce’s State of Marketing Industry Report: 2015

Salesforce’s 2015 State of Marketing Industry Report...

asked 5,000 global marketers questions about their business priorities, projected spend, and the state of their marketing

strategy.

This presentation dives into their answers regarding mobile marketing.

After 3 predicted “years of mobile,” 2015 will put an end to the hype and mobile will finally pull through.

Mobile in the Marketing World

71% of marketers now believe mobile marketing is core to

their business.

68% of marketers have integrated mobile marketing

into their overall marketing strategy.

Crafting the Customer Journey

Technologies rated as most critical and important to the customer journey:

Mobile applications

Marketing analytics

Customer relationship management (CRM) tools

#1

#2

#3

72% of US online adults send or receive personal emails via smartphone at least weekly,

and...

A mobile responsive email design can lead

to a 130% increase in clicks.

Email on Mobile: Responsive Design

9 countries will surpass 50% mobile penetration in 2015.

Email on Mobile

Email on Mobile

Looking at usage rates of email marketing campaigns and their effectiveness,

marketers rank mobile opt-ins as the most effective, with 54% rating them as

very effective or effective, 27% view them as somewhat effective. Only 17% view them as not very effective (2% don’t know).

54% very effective or effective

27% somewhat effective

17% not very effective

33% of marketers said their emails are read on a mobile device at least 50% of the time. Last year the number of marketers was 24%.

Email on Mobile: Responsive Design

2014 2015

24%

33%

Email on Mobile: Responsive Design

Between 2014 and 2015, frequent use of mobile-responsive emails jumped

from 35% to 48%.

Sending people from those mobile-responsive emails to a mobile-responsive

landing page jumped from 40% to 46%.

35%

48%

6%

46% of marketers are using some form of mobile marketing (SMS, push notifications, mobile apps, or location-

based functionality) up from 23% in 2014.

The True Year of Mobile

2014 2015

23%

46%

58% of marketers have a dedicated team to manage their company’s mobile marketing program, up from

35% in 2014.

2014 2015

35%

58%

What is the return of mobile marketing? 90% of marketers are currently producing ROI from mobile directly or indirectly, or will in the near future.

The True Year of Mobile

10%

26%

33%

31%

90%

Directly produces some-significant ROIWill eventually produce ROIIndirectly produces ROINot likely to produce Roi /unsure

But is mobile making a big impact on business’ performance?

The True Year of Mobile

Our business' primary revenue source is linked to mobile marketing

Mobile marketing indirectly impacts our business performance

Mobile marketing is a critical enabler of our products and services

2015

2014

15% 70% 15%

14% 57% 29%

Which which metrics do marketers measure their mobile marketing success?

The True Year of Mobile

43%39% 37% 35% 35% 35%

28% 28%

Mobile website or app traffic

ConversionRate

Lead Generation

# of Phone interactions

Overall Brand

Awareness

Revenue from mobile transactions

Mobile App Ratings

# of SMS/ Push

Notification Opt-Ins

Mobile Integration

2014 2015

49%68%

40%

11%28%

4%

Yes No Don’t Know

Very effective/ effectiveSomewhat effectiveNot very effective/not at all

61%

32%

6%

Have you integrated mobile marketing into your overall marketing strategy?

How effective is your mobile marketing integration?

Mobile Integration

Have you integrated mobile marketing into your overall marketing strategy?

B2B vs B2C

B2B B2C

53%77%

41%

6%

21%

Yes No Don’t Know

3%

But what percent of ecommerce sales are actually completed on mobile?

In 2015 mobile spending will be $298

billion, representing 34% of ecommerce sales.

Mobile Integration

● https://www.internetretailer.com● https://www.salesforce.com

Sources

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