60 per cent of Christmas sales plans set out at the beginning of the year were readjusted in Q4, following concerns about a weak festive shopping period, according to research from O2 Media. As a result, 71 per cent of marketing campaigns included mobile, with 65 per cent increasing their investment in mobile, compared to only 15 per cent increasing their spend in TV, and 10 per cent in outdoor.

The study, which took in 20 top-level media agency planner/buyers and marketers, found that 59 per cent of marketers and media planner would consider mobile messaging as the launchpad for a Christmas campaign, and 51 per cent, location-based messaging. 45 per cent said they would consider rich media video messaging – 36 per cent, location-based messaging – as a quick and effective way of driving momentum to an existing campaign.

“What we are seeing is marketers having to react quickly to difficult economic conditions at critical buying times, with little room for manoeuvre in terms of additional budget spend. Where they can, they are turning to media that can create a personal level of engagement and measurable purchase intent, quickly,” says Gary Cole, commercial director at O2 Media. “In these times, we need to able to grab the attention of consumer when they are on the high street, to encourage them to shop. This research shows that top-level marketers and media agencies now understand that mobile is a valuable and agile marketing tool and, unlike many other channels, can be used quickly and is just as effective at the beginning of a campaign as it can be towards the end, to give it that extra bit of kick at a vital time.”