One of the most authoritative studies in the mobile marketing world is the annual Chief Marketer Mobile Marketing Survey. The executive summary of this year’s report was released a couple of weeks ago and the biggest surprise is this: Mobile users want to make phone calls and yet mobile marketers don’t want them to.
This fairly stunning nugget came out of this question posed to marketers: What path-to-purchase features do you enable? Meaning, essentially, what form of engagement do marketers encourage from their consumers, or, how do marketers want mobile users to interact with their brand?
This is a critically important question.
Seventy-three percent of the 500 chief marketers surveyed said they encouraged mobile users to do additional research about their products or services, first and foremost.
These marketers encourage additional research by driving mobile users to a mobile site with articles, white papers for download, or links that say things like “Learn More” and “Details.”
The most surprising finding is that most companies do not allow mobile users to buy directly via their mobile device. Not only that, but most companies don’t actively encourage mobile users to call them from a mobile device. They don’t provide a click-to-call phone number on landing pages or on their website. Nor do most companies offer click-to-call customer service.
In other words, marketers want mobile users to research their product, but not interact with them or actually buy. That. Makes. No. Sense.

Chief Marketer survey responses to the question, "What path-to-purchase features do you enable in mobile?"
What are marketers missing?
Mobile users want immediacy. When they conduct a mobile search they are ready to buy. Google reports that 9 out of 10 mobile searches result in action and 7 out of 10 result in action within one hour!
Chances are that by the time someone searches your brand on their mobile phone they have already conducted research or they are doing a search “on the fly.”

Direct TV features a pricing summary and a phone number to encourage phone calls.
In other words, mobile users aren’t terribly interested in doing intensive research on their device. And yet, according to the Chief Marketer study, a stunning 73 percent of marketers allow extensive research on their products but provide no way to buy, call or do much of anything else.
Only 29 percent offer click-to-call customer service.
Only 44 percent offer actual mobile purchase.
Google has told us repeatedly that the most common action in mobile marketing is a phone call. A phone call is the method of engagement mobile users are most comfortable with. It is the action that is most natural on a mobile device. In fact, Google says that mobile search results in a phone call 61 percent of the time. xAd says that 52 percent of all mobile ads result in a phone call.
Mobile users are begging to make a phone call. And yet, marketers want them to do “intensive research.”
The mobile web is different
Remember, there are two types of mobile searchers: the kind that has conducted research and wants to buy, and the kind that impulsively wants to buy and has no need for research.
If mobile searchers are ready to take action quickly (which they are), one would think that marketers would provide simple, quick paths to action like a phone call, a map to a location or an e-commerce platform.

An address box lets users of McDonald's mobile site find the nearest location quickly and easily.
For example, DirecTV’s mobile landing page has a quick snapshot of pricing and then a bright red “Call Now” button.
McDonald’s has a quick zip code box to generate a map to the nearest McDonald’s location.
Online retailer NewEgg actually lets you buy its products online.
But most marketers are trying to force mobile users into behaving the same way desktop users behave. The problem is, they don’t.
Mobile marketers shouldn’t ask for white paper downloads or complex form fill-outs. They shouldn’t plan on mobile users reading detailed articles about products or services.
Marketers need to escape the mindset that the mobile web is for research. The mobile web – especially mobile search – is for immediate action.
Now it’s time for marketers to act.
Excellent article! Great insights to pass on to clients.
Thanks Kristy!
Great article. It’s like it’s coming back around.
People preferred websites so they wouldn’t have to talk to annoying call centres. Now people are turning away from websites to go back to talking to call centres from the convenience of their phones.
Interesting times…
I know for a fact that Amazon.com offers you to buy books directly on the phone.
If I receive an e-mail with a list of books – and I want to buy one of those books for my Kindle, I simply click on the link, get the mobile version of Amazon – and push the “Buy now with 1-click” button after reading about the book.
It’s a feature which was not there some time ago but which Amazon clearly saw as an opportunity to drive sales.
I think it’s awesome. And it’s super-duper-easy too 🙂
Interesting article, Jason. I wonder, though, if the larger issue is that the internet, as a whole, is still geared to the desktop user.
I think you’re right Brian. I don’t think the Internet generally–and marketers specifically–are keeping up with consumers on mobile.
It’s fascinating to think that the whole (“modern”) mobile industry is not older than the iPhone. 5 years. It’s really tough for brands to keep up with technology these days. Take Facebook – they switch up their interface at random. Companies develop tabs for 50k+ and they’re rendered useless by the timeline. Or iPhone comes out with retina display and all previous branded apps need to be redone. Websites need to be redone every 3 years. Sometimes it seems that by the time we figure it out, the ROI timeline has to be 2 years or less?
Really interesting read. It is amazing that so many company’s do not realise this. Or could it be they do but for some reason cannot warrant the spend on creating the mobile site as they don’t believe the ROI will benefit?
Very insightful. It remains to be seen is how quickly and efficiently will marketers take action in light of the (stunning) findings.
Thanks for a really great article. Some really important things to remember when creating a marketing plan.
Oh yeah, and keep up the great work, please. 🙂
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[…] People have different needs when they’re on the go and mobile users tend to want to buy things. The problem? Brands don’t always make it easy, laments mobile marketing expert Jason Wells. […]
[…] People have different needs when they’re on the go and mobile users tend to want to buy things. The problem? Brands don’t always make it easy, laments mobile marketing expert Jason Wells. […]
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[…] the strategies of mobile marketers. This is what Jason Wells tackles in his article entitled Mobile Marketers Are Not Listening to Mobile Consumers. He cited the results of the recently released Chief Marketer Mobile Marketing Survey which […]
[…] the stunning things about mobile marketing is the degree to which people respond to it. Simply put, mobile marketing produces higher response rates and quicker response times than any marketing channel we’ve ever […]
[…] the stunning things about mobile marketing is the degree to which people respond to it. Simply put, mobile marketing produces higher response rates and quicker response times than any marketing channel we’ve […]
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