AT&T Survey Shows Mobile Marketing Efforts to Expand Greatly Next Year

Smartphone applications and mobile barcodes are poised to spur greater innovation and sales in the marketing world in 2012, according to a new survey commissioned by AT&T.

AT&T commissioned a survey of 501 U.S.-based marketing or advertising professionals in hopes of better understanding “the opinions and attitudes of marketing and advertising executives toward mobile marketing, specifically mobile barcodes, and the factors that potentially could accelerate their use in the future.”

What did the survey reveal? For starters, 88 percent of respondents expect their mobile marketing program to increase before the end of 2012.

Mobile marketing strategies companies are interested in deploying in the next 12 months include:

  • Mobile apps rank the highest at 43 percent
  • Mobile barcodes – 41 percent
  • Banner ads – 40 percent
  • Mobile web – 35 percent
  • SMS messages – 34 percent
  • Digital signage – 17 percent
  • All of the above – 17 percent

Not surprisingly, 66 percent of respondents believe that mobile barcodes will drive innovation in mobile marketing in the next year. Meanwhile, consumer demand, security and cost are the three most important factors when considering mobile barcodes as part of a marketing program.