A new survey of 400 consumer product and service companies reveals that 40 percent of marketers view mobile as a top priority for their brand and core to their overall marketing strategy, but only 34 percent have initiated a strategic vision for mobile or test new tactics.

The Marketers Guide to Mobile and Data report from the Mobile Marketing Association and Neustar focuses on how marketers perceive mobile. One of the key takeaways is that 85 percent of marketers say mobile is a gateway to new markets and audiences.

?There has been a seismic shift in marketing to mobile,? said Greg Stuart, CEO of the MMA, New York. ?What the ?Marketers Guide to Mobile and Data? proves is that perceptions are shifting when it comes to the value of mobile as a marketing vehicle.

?A few years ago, mobile was considered a basic communication device?people would text, talk and email,? he said. ?Now mobile has transformed into a gateway to new markets and audiences, as well as a key driver of ROI for companies.

?With a majority of the marketers surveyed stating that mobile is the best way to transform a business model, it is clear that mobile has earned its place within the marketing mix.?

Mobile is transformational
The report, which was released at MMA?s SM2 conference this week, reveals that 80 percent of marketers said mobile is transformational for their companies as well as strategic for their careers.

In terms of how marketers are using mobile, 65 percent use mobile apps. Many other mobile tactics are emerging areas, with 60 percent investing in social media, 57 percent video and 56 percent search.

One reason for the growing focus on mobile is marketers? perceptions of its effectiveness, with between 40 percent and 65 percent of marketers saying their mobile tactics had a big impact on their return on investment. Marketers who have integrated mobile coupons, real-time location targeting and mobile optimized sites were most likely to report an impact.

The combination of mobile and data was cited as a ?game changer? by respondents, with 65 percent of marketers saying that data delivers a competitive advantage for their business. Additionally, 36 percent of companies use data to justify and influence all marketing decisions.

The report also found that 61 percent of companies plan to invest more in data capabilities over the next year.

Mobile data pioneers
Companies can be divided into three groups based on their level of commitment to data, per the report.

Mobile Data Pioneers, comprising 33 percent of marketers, believe data can offer a competitive advantage when it comes to mobile and are supporting investments in data. Of these, 70 percent are using multiple mobile platforms including apps, social media, mobile video and mobile coupons.

Another 31 percent are Convinced & Trying as it relates to the potential of data and mobile while 36 percent are Indifferent.

Marketers report mobile presents several challenges, including solving the complexities of scaling and providing stronger measurement tools. Close to one-third cited concerns with data such as platform fragmentation, data quality and a lack of established standards.

?There is no denying that mobile is business transformational and the survey results prove that mobile has advanced from an afterthought to the first thought when mapping out a marketing strategy,? Mr. Stuart said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York