67 per cent of marketers say they can't measure ROI on mobile, with just 27 per cent confident that their mobile campaigns are profitable, according to new data from Forrester.
The figures come from a new report on linking mobile and offline marketing closer together, and reveal that despite mobile's growing power, many marketers still struggle to place it in a larger context of their overall marketing efforts.
"I find it amazing that despite the consumer-led revolution, marketers haven't really integrated mobile into the marketing-mix," said Thomas Husson, vice president and principal analyst for marketing & strategy at Forrester, and author of the report. "The new marketing mantra for the past two or three years was to become 'mobile-first' but the sad reality is that a good chunk of marketers (about a third of them) are still stuck at the 'shrink and squeeze' stage where they mostly scale content down for smaller screens."
The report highlights the impact mobile has had on behaviour, with 69 per cent of US online adults using mobile in-store while shopping, and 32 per cent regularly second-screening while watching TV. It also notes how mobile's influence is only likely to rise as technologies like the smart home, augmented reality and IoT position mobile as a hub for consumer behaviour.
Despite the huge amount of time spent interacting with mobile, the report found that most marketers are still approaching it as a subdigital channel, with 47 per cent considering mobile either 'nice to have' or only a subset of their digital approach. Meanwhile, print represents just four per cent of total media consumption time, but commands 16 per cent of advertising spend.
"The majority of the consumer packaged goods companies we work with allocate a very small percentage – often just two to five per cent – of their marketing budgets, including above and below the line spending, to mobile," said Bhanu Bhardwaj, senior vice president at IRI.
Much of this can be blamed on an inability or unwillingness to accurately measure the impact of mobile, not just on traditional digital KPIs like clicks or sales, but also on broader marketing objectives like brand lift or customer satisfaction. Only 15 per cent of marketers surveyed measured mobile-influenced sales, and only nine per cent measured traffic to their physical locations.