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For the past several years I have been harping on the point that executing on a comprehensive mobile marketing strategy is the difference between those that have a significantly better chance to succeed and those that are doomed to be left in the dust.

Mobile is growing and getting bigger by the minute. According to the 2013 “Netbiscuits People’s Web Report,” marketers know that consumers are constantly interacting with their mobile devices. About 20 percent  of consumers spend up to 15 minutes per day searching on mobile, says the report, and 50 percent spend up to 30 minutes shopping per day.

Search is driving mobile. Just take a look at the research:

  • BIA Kelsey claims mobile searches will trump desktop queries by 27.8 billion in the U.S. by 2016.
  • Sixty-four percent of smartphone users are shopping online with their devices, according to eDigitalResearch, and customers who use a phone are 10 times as likely to purchase as those that do desktop searches.

And marketers are taking notice. Nearly 71 percent of marketers currently use mobile as part of their multichannel brand experiences, according to the report “Getting Mobile Right” by Brand Republic and Netbiscuits, and nearly 52 percent use the channel to increase their overall website traffic. According to the report, about 42 percent of marketers use the channel to enhance customer brand loyalty among mobile device users.

Still, monitoring seems to be challenging. Fifty percent of the marketers surveyed use desktop Web analytic products to track mobile activities and about 11 percent rely on agencies or other third parties to monitor results. In addition, about 6 percent of marketers turn to marketing automation solutions to measure mobile marketing performance, according to the report.

The survey asked how marketers measure the success of their mobile efforts, says the report -nearly 12 percent of marketers admitted that they don’t focus on mobile as a channel. In addition, about 9 percent of marketers said a lack of tools makes accurately measuring mobile activities difficult, and approximately 4 percent said that they cannot measure mobile activity at all.

But as mobile become a key part of the path to purchase, more marketers will have to invest more in their mobile marketing efforts. According to the survey, about 31 percent of marketers say that they’ve covered their mobile strategy basics but could still benefit from more investment. In addition, about 20 percent of marketers say that they have mobile offerings, like a designated mobile site, and will continue to invest heavily in mobile marketing. And, another 20 percent admits that mobile hasn’t been a focus yet, but that it will be a priority this year.

These investments will include technology resources and 62 percent of marketers plan to incorporate responsive Web design within the next 12 months, according to the report. In addition, 18 percent plan to include adaptive websites, and another 18 percent plan to introduce dedicated mobile sites. However, 2 percent don’t plan on making any mobile improvements.

I know that we are constantly encouraging our clients to make that crucial mobile investment. Those that have are already seeing the benefits and are likely to keep reaping long-time rewards.