96 per cent of marketers in the United States either currently use or are planning on using mobile marketing, according to a joint study from MediaVest and the Association of National Advertisers (ANA). Meanwhile, 85 per cent expressed intentions of increasing their mobile budgets in the near future.
The top objectives for mobile marketing included brand building and management (83 per cent), awareness (78 per cent), and customer retention and loyalty (74 per cent).
However, the study also evidenced a need for progress in ROI measurement and accountability – only 21 per cent of marketers surveyed reported a solid success rate in the mobile arena.
“Mobile is a huge opportunity for marketers – territory that has yet to be fully tapped,” said ANA president and CEO Bob Liodice. “Brands are clearly excited about the possibilities, but at the same time, perceived success rates have not increased significantly. The industry as a whole must move quickly to standardize measurement practices and address privacy issues.”
The most popular methods of mobile marketing included mobile sites (84 per cent), mobile search (78 per cent), apps (76 per cent) and mobile display (75 per cent). The study also showed that location-based services are gaining in popularity, with 28 per cent of marketers surveyed planning on incorporating such services into their marketing mix in the near future.