O2 Media / MII Research - Mobile Marketing in Ireland

 65% of marketers are shifting budget from traditional media to spend on mobile marketing

 Full Report Click Here / For Summary Infographic  Click Here 

In a world driven by smarter technology and instant access, the role of mobile devices has been much discussed. In particular the change in consumer behaviour has been highlighted and studied in depth and the continued rise in Smartphone ownership has brought about new opportunities for marketers and brands seeking to connect with consumers in a fast changing, fast paced mobile world.

But how are marketers adapting traditional media plans to fit into this world? How are they using mobile? What part of their budget is being allocated to this emerging media?

The Marketing Institute of Ireland together with O2 Media, the mobile media arm of O2 Ireland, today released detailed research on how Irish marketers are using mobile marketing to reach consumers. The research, the first of its kind in Ireland, takes a deeper look at attitudes to mobile marketing, in particular looking at marketing tactics, spend and how companies are responding to the opportunity presented by Smartphones and mobile advertising.

Among the key findings of the research:

 1.     65% of marketers are shifting budget from traditional media to spend on mobile marketing

 2.     76% of those surveyed consider that mobile marketing gives them an advantage over competitors

 3.     59% said that Location Based Targeting is the most exciting development in Mobile Marketing

 4.      When asked what mobile marketing tactics they plan to use in 2014 69% said a mobile optimised website (up from 52% in 2013); 60% said Social Mobile, while 46% said SMS which completes the top three. 38% said location based / geo targeting (representing a 65% growth in the use of Geo Targeting year on year) with 17% planning to use mobile coupons (up from just 5% in 2013).

 5.     79% of marketers agree that mobile is highly important  to consumers

 6.     68% believe their organisation underperforms in the area of mobile marketing, while 41% don’t believe that Senior Management understands the potential of mobile. 23% admit that they don’t have a mobile strategy at all. 1 in 3 say their company does not invest in education or training on Mobile Marketing






 Commenting on the research, Tom Trainor, CEO of the Marketing Institute said, “There’s an old saying, “Fail to Prepare, and Prepare to Fail”, and I think that the research has highlighted that for me. The report shows that Irish marketers understand the advantages of mobile, but are highlighting the skills gap that currently exists. At The Marketing Institute we have been integrating mobile into our digital education programmes and in this, we can certainly assist in the understanding of how they can take advantage of mobile marketing”

Fintan Loneran, MD of O2 Media added “Mobile is fast becoming the preferred channel for consumers’ digital interaction yet there were no market studies of how Irish brands were responding to this. With this study it’s encouraging to see that Irish brands recognise the role mobile can play and are planning to increase their use of various mobile marketing techniques. In O2 Media we have seen activity levels rise dramatically internationally and in Ireland since 2011 but what’s now clear is that we are only at the beginning of this trend locally.

To read the full report click here.

About O2 Media
O2 Media was set up to help brands connect with consumers through what is the fastest growing digital marketing channel worldwide.Services include real-time location-based advertising, video messaging, app discovery and mobile CRM messaging for businesses. Clients include Aer Lingus, Heineken, Nissan, Dunnes Stores & IKEA.

For more information on O2 Media's work check out our Case Studies

About The Marketing Institute
The Marketing Institute is the professional body for Ireland's marketing people, in operation for over 50 years, and it envisions a professional marketing community that is qualified, effective and valued.

With a mission to strengthen the profession of marketing in Ireland, the Institute aims to promote, support and elevate marketing as a key strategic business tool. It does this in three ways: by (1) delivering insights and expert content; (2) building the community of marketers; and (3) giving a voice to the profession. Content, Community and Voice are the three themes that underpin all Institute activities.

For more information the Marketing Institute and education go to mii.ie

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