A new survey from the US-based Association of National Advertisers (ANA) and the Mobile Marketing Association (MMA) showed that the vast majority of client-side marketers – 88 percent – are interested on using mobile marketing in 2011, while 75 percent plan to increase their spending on mobile marketing initiatives by an average of 59 percent versus 2010.
Survey findings indicated that in 2010, 62 percent of marketers used some form of mobile marketing for their brands. An additional 26 percent reported their intention to begin doing so this year, elevating the expected 2011 utilization rate to the near-universal 88 percent level.
Respondents cited two companies as being particularly successful with mobile marketing: Coca-Cola for its mobile advertising and Target for its integration of mobile web, rewards and wish list registry.
However, most respondents are less enthusiastic about their own mobile initiatives. Only 25 percent rate their efforts as “extremely" or "very" successful, while the majority (53 percent) says their efforts have been only "somewhat" successful.
Those marketers claiming above average success rates have the following traits in common:
More than a dozen distinct interactive mobile platforms are currently being used by marketers, according to survey findings. The five with the highest adoption levels – at least by one-half of the firms surveyed –are the following:
In the survey, respondents noted several specific advantages of mobile marketing, including:
Conversely, the research found numerous barriers to the adoption of mobile marketing by client-side marketers, including:
The survey was conducted online during September-October, 2010. After determining the anticipated 2011 utilization rate, the survey methodology identified 97 respondents – all client-side marketers largely from the ANA’s membership – that specifically indicated their intent to utilize mobile marketing in 2011 and asked these marketers a battery of questions about their experience and observations with the medium.
Survey findings indicated that in 2010, 62 percent of marketers used some form of mobile marketing for their brands. An additional 26 percent reported their intention to begin doing so this year, elevating the expected 2011 utilization rate to the near-universal 88 percent level.
Respondents cited two companies as being particularly successful with mobile marketing: Coca-Cola for its mobile advertising and Target for its integration of mobile web, rewards and wish list registry.
However, most respondents are less enthusiastic about their own mobile initiatives. Only 25 percent rate their efforts as “extremely" or "very" successful, while the majority (53 percent) says their efforts have been only "somewhat" successful.
Those marketers claiming above average success rates have the following traits in common:
- Have been using the medium longer
- Tend to use more of mobile’s individual platforms
- Integrate platforms with each other
- Measure mobile efforts with a wide array of metrics.
More than a dozen distinct interactive mobile platforms are currently being used by marketers, according to survey findings. The five with the highest adoption levels – at least by one-half of the firms surveyed –are the following:
- Mobile websites
- Mobile apps
- Mobile messaging/SMS
- Mobile display ads
- Mobile search
In the survey, respondents noted several specific advantages of mobile marketing, including:
- Portable Wb access
- Ability to deliver content/promotions to on-the-go consumers
- Convenience for immediate consumer support/sales support/loyalty
Conversely, the research found numerous barriers to the adoption of mobile marketing by client-side marketers, including:
- Lack of metrics to properly allocate mobile marketing within the overall marketing mix
- Inability to prove ROI
- Lack of mobile marketing understanding by key people at the brand/company
The survey was conducted online during September-October, 2010. After determining the anticipated 2011 utilization rate, the survey methodology identified 97 respondents – all client-side marketers largely from the ANA’s membership – that specifically indicated their intent to utilize mobile marketing in 2011 and asked these marketers a battery of questions about their experience and observations with the medium.
in philippines, online buying is not that really common, much more of mobile spending. only mobile loads are common. it will take time that everyone will just login using net or phone to pay for a jeepney fare.
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