Marketers Look for Mobile to Improve Customer Engagement

The most important objective for mobile marketing is to improve customer engagement, according to newly-released survey results [download page] from Ascend2 and Research Partners. Some 55% of respondents who use or plan to use mobile marketing indicated this to be an important objective, followed in close succession by increased lead generation (40%), increased brand awareness (39%) and increased website traffic (38%). Recent research from Urban Airship indicates that 8 in 10 senior marketers from around the world agree that mobile supports audience engagement and brand awareness. (more…)