For its State of the Industry: Mobile Marketing in North America report, WARC and the Mobile Marketing Association surveyed more than 700 marketers across Europe and the US, and found that only 6% of US agencies thought their clients were fully ready for mobile adoption in terms of executive support and prioritization, compared to 32% of other marketers' assessment of their own readiness.
More than half of client-side, media owner and tech vendor respondents indicated they were 'ready', but at least one third of respondents were unsure.
A key area of work for marketers is the learning agenda for mobile: 44% were not ready in this regard.
The survey further revealed that almost two thirds (65%) of client-side marketers do not have a formal mobile marketing strategy for their brand; just 16% had a "closely connected strategy" in place.
Agencies had a slightly better image of their clients, with 19% reporting clients had a "closely connected strategy", but more than half (58%) said there were no formal mobile marketing strategies.
One reason may be that the vast majority of brands (80%) find mobile only a "quite" effective marketing channel, with few (12%) having extensive data and experience to conclude that it is "very" effective.
Nonetheless, in line with its effectiveness as a channel, mobile is seen as a priority for more than 90% of marketers in North America – although only a third of them would say it is a top priority – and almost three quarters (73%) on the client-side expect their budgets to increase.
Data sourced from WARC, MMA