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Velti & Independent Research Firm Reveal Growth Opportunities in Marketers’ Flawed Approach to Mobile

Velti (NASDAQ: VELT), the leading global provider of mobile marketing and advertising technology, today released new data from a commissioned study conducted by Forrester Consulting on behalf of Velti. The study reveals key findings of the industries’ approach to mobile, including that marketers are repeatedly treating mobile merely as an extension of the desktop and using measurements made for the PC to gauge success for mobile mediums. Additionally, while many respondents cite customer acquisition as their number one marketing objective on mobile, the vast majority of brands’ spend for mobile has been focused on upper funnel tactics such as display ads.

Mobile phones now exceed more than 6 billion globally, making mobile the fastest growing digital medium, yet the survey showed that marketers are merely using the same tactics and campaigns that are designed for the Web by simply shrinking them to a smaller screen. According to the Forrester study, marketers continue to rely on aggregate demographic data, or paradigms carried from non-mobile media, to target their audience rather than building profiles of individual consumers based on trust and offered utility. Among the marketers surveyed, 78 percent use audience data, 71 percent use individual behaviour information for targeting, while only 64 percent are leveraging profile information unique to mobile devices. The main source for this flawed approach is that the majority of marketers are using metrics designed for the PC to gauge the success of mobile marketing and advertising initiatives, such as volume of website traffic & visitors (63%) and click through rates (58%).

“We believe this study shows that marketers need to look at the entire marketing funnel and realize that mobile is severely undervalued,” said Krishna Subramanian, CMO of Velti. “There is huge potential to capitalize on the mobile platform, and, to be effective, marketers need to take a mobile-first approach instead of treating mobile as an extension of the desktop. The majority of mobile marketing spend today is on advertising to anonymous consumers, but with the intimacy and rich context offered by mobile, the true potential lies in conversion and engaging in conversations with existing customers.”

Contradictory Approach

According to the study, many marketers are acting in a contradictory manner to achieving their stated primary objective. While most marketers are heavily investing on upper funnel tactics such as display ads, the majority cite lower funnel objectives, such as customer acquisition, as a primary driver of their mobile marketing and advertising strategy.

With consumers ingesting media across a growing number of screens, it will become crucial for marketers to not only understand how consumers use mobile devices, but also how they use them in parallel with other mediums. The study found that only 54 percent of marketing executives were leveraging data from multiple screens to build customer profiles.

Among the executives surveyed, 90 percent cite using mobile advertising tactics that drive awareness, while only 48 percent are using mobile marketing tactics that drive customer acquisition and engagement. When asked to identify which mobile tactics they used, the majority focused on mobile advertising strategies:

  • 66 percent cited social media mobile advertising
  • 44 percent cited mobile display ads
  • 37 percent cited mobile web landing pages with promotions
  • 37 percent cited location targeted advertising

Conversely, a minimum amount of attention was focused on marketing, and tactics that drive consumer relationship building: only 27 percent used push-based alerts and 25 percent used location-based advertising.

When asked to identify what objectives marketers are pursuing with mobile advertising and marketing initiatives today, experienced marketers identified the top objectives as:

  • 90 percent— acquire new customers
  • 83 percent— increase loyalty and retention
  • 83 percent— increase brand awareness
  • 76 percent— increase customer satisfaction

The full White Paper can be found here: www.velti.com/whitepapers.html.

About Velti

Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGageTM, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT. For more information, visit www.velti.com.

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