These days, it feels like every company is using mobile marketing, but that doesn’t mean challenges don’t exist. According to June 2014 polling by Ascend2, lack of knowledge about the tactic was the No. 1 hurdle to mobile marketing success.
Nearly 40% of marketing professionals worldwide said that a lack of in-house expertise was the leading challenge to achieving success with mobile marketing. Though most companies planned to increase their mobile marketing spending this year, budget limitations were the second-biggest problem, which Ascend2 noted could lead to less hiring of professionals equipped with the appropriate skill sets.
Limited in-house expertise had led marketers to turn to outside sources for mobile marketing. More than two-thirds of respondents reported outsourcing at least part of these efforts, while just 31% were doing everything in-house. Ascend2 found that 42% of marketers—so, not even close to all—were using mobile marketing, and the same percentage planned to do so in the future. As marketers continue to adopt this tactic, it’s likely that in-house expertise will become a bigger focus.