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Tuesday, February 1, 2011

Most US marketers will be using mobile marketing this year

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.

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Author: The Fonecast
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