Data-Driven Marketers Diversify Across Channels

While mobile represented the smallest sample in this survey, indicating that it is not yet fully utilized by marketers, it shows the greatest promise for growth over the next 12 months—with 73 percent of respondents indicating plans to increase their usage. Moreover, the mobile channel is rarely used on its own. The report found that 98 percent of mobile users employ at least three types of media in their campaigns—and 65 percent use at least five.