Mobile Marketing Budgets Continue To Grow, But Are Mobile Marketing Tools Worthy?

Study after study shows that consumers all around the world are spending drastically more time on their mobile devices. In order to reach consumers where they are spending more of their time, companies of all sizes are dedicating some of their marketing budget to mobile. It is estimated that mobile marketing budgets will grow by …   Read More

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Mobile Marketing Budgets Continue To Grow, But Are Mobile Marketing Tools WorthyStudy after study shows that consumers all around the world are spending drastically more time on their mobile devices. In order to reach consumers where they are spending more of their time, companies of all sizes are dedicating some of their marketing budget to mobile.

It is estimated that mobile marketing budgets will grow by an average of 36% in 2014, and will continue to grow rapidly in 2015. While mobile marketing budgets are growing in hopes of attracting the attention of more mobile consumers, the challenge that many businesses find is that mobile marketing options still have much room for improvement.

Along with the room for improvement is an increased need for better and more reliable mobile analytics. And as VentureBeat profiled in depth this month, while some mobile marketing options, such as social media, are garnering much success most are still new enough that results vary. However, one form of mobile marketing that it seems to be doing quite well is in-app advertising.

This is particularly true of companies and developers with apps to promote.

In a recent analysis performed by IDC and covered by MMW just last week, it was found that between 60 to 75 percent of all in-app advertising is for other mobile apps.

IDC’s results vary from those of Fiksu, which finds that between 50 to 85 percent of all in-app advertising is for mobile apps. However, Fiksu discovered that the time of year drastically impacts these numbers.

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