bigmouthmedia Reveals Most UK Brands Don't Understand the Value of Mobile Visitors

By Bigmouthmedia, PRNE
Wednesday, July 21, 2010

EDINBURGH, July 22, 2010 - A bigmouthmedia survey has revealed that more than three quarters of the
UK's big brands do not understand the value of a visitor via mobile compared
to other digital channels

The research, which polled the views of key decision makers at a raft of
leading UK companies, shows that despite a significant 89.2% of respondents
sharing the belief that mobile marketing will become increasingly important
over the next 12 months, very few have fully embraced the channel. Reflecting
the uncertainty with which many businesses regard the emerging the field,
70.3% of those surveyed currently don't have any engagement with mobile
marketing at all.

"We are at a critical point in the evolution of mobile marketing. A
growing group of organisations are starting to derive competitive advantage
from their early mover status in the channel, yet the vast majority of
companies have yet to gauge the impact it is likely to have on their
business," said Simon Heyes, Head of International Sales Operations at

"There are no benefits to be derived from being slow on the uptake. With
the mobile channel set to become increasingly influential over the next few
years, companies need to move now, engage with the medium and start building
the campaigns that are going to keep them ahead of the game."

Despite an apparent lack of engagement with the channel the research
revealed a keen awareness of the potential advantages, with 75.7% of
respondents citing increased brand awareness as the main benefit of
undertaking mobile marketing, and 67.6% believing increased customer
engagement to also be a major benefit. Over 60% also believed that increased
traffic, leads and sales were also a major driver.

Bigmouthmedia's survey - conducted amongst a large group of large and
medium sized enterprises - showed that just 5.4% companies describe
themselves as being "heavily involved" in mobile marketing at the current
time. Another statistic to emerge is that while they considered the channel
increasingly influential, 75% of the respondents claimed not to know the
relative value of a visitor from mobile compared to other channels.

"What is clear from our research is that while the vast majority of
businesses accept that mobile is going to become a critical part of the
marketing mix, there is a great deal of uncertainty over how to approach the
channel, and in particular how to get buy in from the wider organisation.
Companies know they need to get on board the mobile bandwagon, but a lack of
clear understanding is holding many back from exploiting its potential," said

Another recent forecast from Morgan Stanley found that at the rate its
usage is accelerating, mobile internet use will overtake desktop internet use
by 2015.

"In many ways the UK is behind many other markets when it comes to mobile
adoption, with territories like Japan, the Philippines and Thailand already
using mobile internet services much more than their European counterparts. In
many organisations mobile has taken a back seat because the focus is still on
mainstream digital strategy, but British companies can't afford to make the
same mistakes they did with the social media revolution, which commerce has
only just got to grips with after three long years. This time, the winners
will be those who are quickest off the mark," added Heyes.

About bigmouthmedia (

Founded in 1997, bigmouthmedia is Europe's largest digital marketing
agency. With a team of over 200 staff located across 13 offices in 10
countries on 3 continents, the company maximises exposure for major brands
online through a variety of fully integrated digital marketing channels:
search engine optimisation
PPC, online media planning, affiliate marketing
(, social
networking, brand monitoring, online PR and web analytics. Bigmouthmedia also
provides up to date daily digital marketing news
( to ensure
clients are fully informed and aware of all industry developments.

    For further media information please contact
    Iain Bruce
    Media Strategist
    51 Timberbush
    EH6 6QH

For further media information please contact: Iain Bruce, Media Strategist, bigmouthmedia, 51 Timberbush, Edinburgh, EH6 6QH, +44-131-555-4848, at bigmouthmedia

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