Mobile marketing lags behind social media in email integration: Just 31.4% of marketers say mobile-optimized experiences matter to their email audiences.
Another 24.5% say they are now testing to determine the importance of mobile marketing for their business, and 14.8% say an optimized mobile experience isn't relevant to them.
Marketers lack the necessary knowledge to develop mobile programs: 63.0% say they don't measure the use or prevalence of mobile devices among their email subscribers; another 11.5% say they're not sure whether they do.
Even fewer marketers (23%) have mobile-optimized websites or landing pages (i.e., mobile compliant sites that work consistently across all mobile operating systems). Among those who do...
- 68.0% provide limited versions of their websites for a mobile audience.
- 32.0% offer their entire site in a mobile-optimized format.
Slightly more marketers (25%) say they are offering mobile-optimized versions of their email marketing messages.