New Research from Gartner L2 Offers Brands a Roadmap to Enhance Their Mobile Marketing Sophistication
NEW YORK, May 29, 2018 /PRNewswire/ -- Digital benchmarking firm Gartner L2 releases its inaugural Intelligence Report: Mobile Marketing 2018
The Gartner L2 report evaluates the mobile content and marketing strategies of 400 consumer brands across 13 sectors. The report identifies several best practices and case studies for brands to optimize their mobile marketing initiatives across channels including display advertising, paid search, and email.
"Mobile has expanded from a top-of-funnel awareness device to a legitimate transaction point for brands," explained Evan Neufeld, VP of Intelligence at Gartner L2. "However, even as consumers increase their reliance on mobile phones, the majority of brands continue to underinvest in mobile marketing initiatives. Those who fail to prioritize mobile risk losing sales and consumers to competing brands who understand the degree to which mobile phones are constantly connected to their customer bases."
Key findings from Gartner L2's report include:
Small Screen Advantage - Sixty-seven percent of measured brand site traffic comes from a mobile device. However, only 13 percent of brands' total ad spend was allocated towards mobile in 2017.
Less is More - The total number of brand emails optimized for mobile dropped from 75 percent in 2016 to 67 percent in 2017. Email campaigns with a subject length of 21 to 30 characters performed strongest on mobile with a 24.4 percent open rate, while the open rates fell to 21.9 percent for emails with subject lines 71 characters or more.
Linking Strategies - In 2017, 67 percent of brands' mobile display ads linked to a brand's own site. Amazon has overtaken Walmart as the preferred e-tailer ad linking destination, increasing its share of CPG brand e-tailer digital ads from 26 percent in 2016 to 40 percent in 2017.
"Mobile commerce and the prevalence of a cross-device purchase journey is on the rise," noted Evan Bakker, Senior Associate at Gartner L2. "In order to effectively reach the mobile consumer, brands must deliver high mobile ad quality, refine targeting by working with sophistical platforms such as Amazon, and invest in Google shopping Ads as much as possible."
The report features case studies on brands including but not limited to: Aveda, GoPro, Gucci, lululemon, Nike, and Subaru.
Contact [email protected] to access a complete, media-only copy of Gartner L2's report.
About Gartner L2
Gartner L2 benchmarks the digital performance of over 2,200 brands across 12 sectors globally. The Gartner L2 Digital IQ Index is the global standard for measuring digital competence. We analyze 1,250 data points across Site & E-Commerce, Digital Marketing, Social Media, and Mobile to provide brands with actionable, data driven insights on their digital performance.
SOURCE Gartner L2
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