Mobile Marketing Budgets to Balloon in 2013

Budgets for mobile marketing will get bigger next year, according to a new study run by Strongmail and presented by eMarketer. The study in question suggests that 70% of marketers will ramp up their mobile budgets in 2013. “A lot of brands have spent far too much money on mobile applications,” Scott Forshay, a mobile and …   Read More

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Budgets for mobile marketing will get bigger next year, according to a new study run by Strongmail and presented by eMarketer.

The study in question suggests that 70% of marketers will ramp up their mobile budgets in 2013.

“A lot of brands have spent far too much money on mobile applications,” Scott Forshay, a mobile and emerging technology strategist for emarketing company Acquity Group, tells Mashable.

The time for greater emphasis and financial backing on mobile marketing has finally come.

This year, mobile ad spending in the U.S. is expected to reach $2.6 billion. That includes spending on display, search and messaging-based formats. And another estimate shows mobile advertising on smartphones will be a $5.04 billion industry by 2015.

“Of that $2.6 billion spent, $2.5 [billion] of that was probably wasted,” Forshay admits. “Probably the biggest error brands have made as they venture into mobile is that they think mobile is the same thing they’re doing for the website, just down to a 4-inch form.”

“Mobile users are not tethered to a desktop. They need timely information to drive them into stores with positive purchase intent,” he says, adding that marketing on mobile devices “will need to be timely, personal and contextually relevant (people expect their phone to be customized to who they are), in order to work.”

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4 comments

  1. Midweek Mobile Trends Recap for Retail Marketers | payvia

    […] Mobile Marketing Budgets to Balloon in 2013 […]

  2. Barry

    Mobile internet usage is now projected to overcome desktop usage. However, many companies either do not understand, or even want to engage in mobile marketing as a brand building and traffic generating strategy.

  3. Barry

    Mobile Marketing for the small business owner is an absolute if respective businesses are to be successful and competitive in the months and years to come.

  4. MC Saatchi Mobile

    It is a whole different ball game. Companies really need a well thought out plan before investing in mobile advertising or they will be wasting a lot of money!

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