Marketers Plan on Big Investments in Tech to Improve Mobile Marketing

The New York American Marketing Association (NYAMA), BrandSpark and Dapresy have announced the results of the first annual NYAMA/BrandSpark American Marketers Survey. The survey captures the views of more than 650 marketers across the United States, representing a range of major industries. Marketers shared their overall strategy, key tactics, challenges, successes, media spend intentions and ROI perceptions.

Lukas Pospichal, managing director, GreenBook & New York AMA, commented on the findings: “Respondents believe that marketing is more important than ever before, and adopting new technologies effectively is a must to stay competitive. Mobile marketing was selected as the trend that will have the biggest impact on marketing in the next 12 months (and 10 years), though only 41 percent have a mobile strategy in place; another 30 percent are planning to implement within the next year.”

Robert Levy, president, BrandSpark International, added, “Similarly, just over 30 percent indicated they had a strategy on consumer-generated content or influencer marketing, but just as many are planning to implement one in the coming year. As they do so, they should be cognizant of the fact that while most organizations rely solely on consumer-generated content from social media or contests and promotions, only a small percentage indicate their initiatives are very successful. The highest success rates were cited when marketers cite multiple sources for generating consumers review and other content.”

Findings of the study include: 

- The top tactical tool to implement in the coming year is marketing technology software, with about 50 percent planning to implement.

- Among the seven in 10 marketers with a digital strategy in place, half have more than 30 percent of their media budget assigned to digital initiatives, while a quarter have more than 50 percent.

- More than 50 percent of marketers with a content marketing strategy have a dedicated staff to manage and produce content.

- Advanced marketing analytics and the emergence of Millennials are expected to have almost as much impact as mobile over the next 10 years. These Millennials are driving an increasing demand for personalization.

View the full report here.

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