Millions being wasted as the mobile marketing gap remains dangerously wide


Stewart Rogers

April 18, 2016

You know that the customer is completely mobile now, but apparently you don’t take marketing to them seriously. In fact, you’re wasting your money.

That’s a fair takeaway from early responses to our holistic mobile marketing study, the results of which we’ll discuss in depth at next month’s VB Roadshow.

Here’s the problem.

Twenty-seven percent of respondents in our survey control a budget of over $1 million, with almost nine percent in charge of over $10 million in marketing investments. That’s a serious amount of money being spent on marketing. How much of this is being dedicated to mobile?

More than half of those respondents are putting 26 percent or more of that entire budget toward mobile marketing. In fact, close to 30 percent are dedicating over half their marketing budget to mobile.

That’s a serious amount of money. You would expect those mobile marketing dollars to be aligned with marketing campaigns being run elsewhere in the business, right?

Join us at the VB Roadshow in San Francisco to hear how
Pinterest, Zillow, and Glassdoor are making mobile marketing work
May 19, The Village (all proceeds to charity – free report for all attendees)


The data tells us clearly that this is not the case. Respondents are reporting, en masse, that mobile marketing is tacked on at the end of their marketing campaigns, that it is completely siloed, and that they lack the in-house talent to leverage the world’s fastest growing marketing channel.

“We see this all the time, even in the largest companies,” Sigal Bareket, cofounder and U.S. general manager at Taptica told me. “Different marketing teams deal with developing content for email marketing and the company website, but the mobile marketing team never receive the creative elements designed and used in those campaigns. Mobile is a siloed activity, and it is tacked on to the end without planning.”

You can’t afford to go on like this, which is why we’re talking about these issues at the VB Roadshow, coming to San Francisco on May 19.

The TL;DR version is this:

  • We’re doing real, data-driven, significant research at VB Insight
  • We’re coming to tell you what we learned
  • We’ve invited mobile project leads and executives from Pinterest, Zillow, and Glassdoor to share their successes, their mistakes, and how to get it right
  • We’ll hit these topics in depth: How mobile marketing and product development can keep you alive, what holistic mobile marketing is, and how it will change the future.

Before we talk, we’ll eat and drink. And after we talk, we’ll also eat and drink. The small attendance fee you’ll pay to attend will be given to charity. And you’ll get a free copy of our report on holistic mobile marketing, which not only includes the final results of the survey but also includes everything you need to know about bringing your mobile marketing together.

A few spots are still available. Now would be an excellent time to grab one of them.

The Details

Who should attend?

High-level mobile marketers, growth executives, and product managers. (This event is brought to you by our friends at Taptica, who had no influence over the study or its findings. Proceeds from the evening benefit Sleep Train Foster Kids).

Register now.

P.S. The holistic mobile marketing study is still active. Haven’t added your opinion yet? Go ahead.

This article was written by Stewart Rogers from VentureBeat and was legally licensed through the NewsCred publisher network.

There is 1 comment

  • Millions being wasted as the mobile marketing gap remains dangerously wide – Technology Up2date - 04/18/2016 05:40
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