88% of client-side marketers – those who work in the marketing department of an organisation rather than for an agency - say they’ll use mobile marketing in 2011. That’s the conclusion of a new survey from the US-based Association of National Advertisers (ANA) in partnership with the Mobile Marketing Association.
In addition, 75% planned to spend an average 59% more on their mobile marketing than they did last year.
However, most respondents admit limited results from their mobile initiatives. Only 25% rated their efforts as ‘extremely’ or ‘very’ successful, with 53% describing them as ‘somewhat’ successful.
Bob Liodice, President and CEO of the ANA, said “Mobile is clearly a fast-growing platform for marketers, but it has yet to attain its full potential. With the anticipated increase in adoption this year, we expect to see fresh, innovative approaches, increased brand-building success, and better accountability for this exciting channel.”
The mobile platforms with the highest adoption levels were websites, apps, messaging, display ads and search.