Mobile communications the most important tool for marketers by 2015

Mobile communications the most important tool for marketers by 2015

Sydney, Australia, 10 December 2012Seven out of ten marketers say mobile will be one of the most important ways to communicate with customers within the next three years, according to research released today by Experian. Although many marketers realise the potential impact of mobile marketing*, six out of 10 are yet to take action and implement a mobile campaign, found the research report entitled, ‘The digitised pocket: Embracing the mobile age’.

Many marketers say they are overwhelmed and confused about how to create an integrated marketing plan that uses modern and traditional channels, including mobile. Despite only 4 per cent saying they regularly implement mobile marketing activities, 41 per cent have created a strategy but haven’t started implementing it; and a quarter have discussed the development of a plan but are yet to take action.

A previous study has shown that more than half of the Australian population – 12 million people1  – own smartphones and are using them with increasing sophistication.  

Despite the fact that many marketers are yet to get started with mobile, those early adopters using the mobile channel find it very effective. Ninety-eight per cent of marketers say mobile-optimised websites are very effective or effective. Ninety-five per cent rate QR codes, a readable ‘barcode’ that can be read by smartphones and then redeemed by customers, as very effective or effective. (See table in ‘notes to editors’ below that outlines effectiveness of various mobile marketing tactics, as stated by respondents).

“In the next five years Experian predicts more than 50 per cent of marketing budgets will be associated with mobile, particularly as traditional, above the line channels, such as TV and billboards become more interactive and entwined with mobile,” said Dave Audley, Head of Research and Consulting, Experian Marketing Services.

“As more people use their smartphones to research products while in-store for example, the mobile channel is becoming the ‘glue’ sticking the online and offline worlds together. And this becomes increasingly apparent as devices become more advanced, data transfer becomes faster and consumers become savvier in using and interacting with their mobiles.”   

Despite many marketers understanding that consumers are becoming more discerning in how they interact with brands, knowing how and where to target them can be complicated.

Surprisingly the report shows as new channels enter the marketing mix, traditional ways of communicating and connecting with consumers are also seen by marketers as important.

Right now, when asked to rate the importance of marketing channels, 53% of marketers said face-to-face communication was one of the top three most important channels. Email was rated by 50% of marketers as a top-three channel, and social media mentioned by 42% of marketers as a top three channel. Clearly, it’s a case of ‘in with the old and in with the new.’

Many marketers are yet to develop plans that encapsulate both traditional and modern tools effectively, especially when it comes to mobile marketing. Over a third of respondents said that incorporating mobile into their marketing plans was a challenge due to tightening budgets. Whereas 28 per cent said buy-in from senior leadership was their greatest challenge.

“Clever companies will integrate mobile with existing channels, without compromising other activity. Because mobile is cost effective, easy to implement and is nimble, it creates a dynamic platform where brands can create a two-way dialogue,” Dave Audley adds.



Notes to editors

The below table outlines the effectiveness of various mobile marketing tactics as stated by respondents:



Very effective


Not effective

Mobile-optimised website








MMS campaigns




In-app ads




QR codes




SMS campaigns




Email marketing optimised for mobile




Custom apps




Mobile tickets or barcodes




Location-based mobile services






Olivia Platt-Hepworth

N2n communications

0481 169 550


Kendra Dubyk

n2n communications

0448 844 806

02 9213 2345


About the Research

The research is part of an in-depth whitepaper called The digitised pocket: Embracing the mobile age.

Experian Marketing Services commissioned independent research with 320 Australian marketing professionals across a wide range of industries, including retail, financial services, telecommunications and travel.

The independent research provides insights into the current usage of and attitudes towards mobile marketing, the barriers and challenges marketers face, and their plans to invest in mobile marketing in the coming years.

To receive a copy of the whitepaper when it is released, please contact


About Experian

Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit


*Mobile marketing includes a mobile-optimised website, m-commerce (sales transactions conducted through mobile devices), QR codes (barcodes designed for mobile readers, allow consumers to access online content or offers), location-based mobile services (mobile content based on the location of the customer), SMS and MMS campaigns, custom apps, in-app ads and mobile tickets or barcodes.

[1] Telsyte’s Australian Smartphone Market Study, June 27, 2012,