According to the findings of a recent survey from the Association of National Advertisers and the Mobile Marketing Association (MMA), 88% of marketers at large retailers and consumer brand manufacturers will tap mobile marketing in some fashion for ad campaigns this year.
Of those that plan to invest in mobile marketing for 2011, 75% currently target consumers with mobile marketing. They will, however, increase their mobile marketing budgets by nearly 60% this year.
According to the survey results, the five most popular and interactive mobile platforms poised for higher adoption in 2011 are: mobile web sites, mobile apps, text messaging, mobile display ads, and mobile search ads.
“Mobile is clearly a fast-growing platform for marketers, but it has yet to attain its full potential,” says Bob Liodice, president and CEO of the Association of National Advertisers. “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 survey also found that 71% of companies engaged in mobile marketing have assigned responsibility for mobile marketing to an already established internal group within corporate walls, while jsut 19% have lunched a new internal group to handle all mobile marketing related efforts.