88 per cent of client-side marketers in the US say they will utilize mobile marketing in 2011, and 75 per cent plan to increase their spending on mobile marketing initiatives by an average of 59 per cent versus 2010, according to a new survey from the ANA (Association of National Advertisers) in partnership with the MMA (Mobile Marketing Association).

Survey findings showed that in 2010, 62 percent of marketers used some form of mobile marketing for their brands. An additional 26 per cent reported their intention to begin doing so this year, elevating the expected 2011 utilization rate to the 88 percent level.

Respondents cited two companies as being particularly successful with mobile marketing: Coca-Cola for its mobile advertising; and Target for its integration of mobile web, rewards and wish-list registry. However, most respondents are less enthusiastic about their own mobile initiatives. Only 25 per cent rate their efforts as “extremely” or “very” successful, while 53 per cent say their efforts have been only “somewhat” successful.

Those marketers claiming above average success rates have a number of traits in common. They have been using the medium longer; tend to use more of mobile’s individual platforms; Integrate platforms with each other; and measure mobile efforts with a wide array of metrics. 

“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 ANA. “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 findings reveal that collectively, marketers are currently using more than a dozen distinct interactive mobile platforms.  The five with the highest adoption levels, which are being used by at least by half of the firms surveyed, are:

• Mobile websites
• Mobile apps
• Mobile messaging/SMS
• Mobile display ads
• Mobile search

The survey also asked respondents to identify advantages of mobile marketing, and barriers to its adoption. Portable web access; the ability to deliver content/promotions to on-the-go consumers; and convenience for immediate consumer and sales support and loyalty emerged as key advantages, while the key barriers were identified as a lack of metrics to properly allocate mobile marketing within the overall marketing mix; an inability to prove ROI; and a lack of understanding of mobile marketing by key people at the brand/company.

To date, most companies – 71 per cent – have assigned responsibility for mobile marketing to an existing internal group. Only 19 per cent of respondents say their companies have created a new internal group to manage the mobile marketing function. In most cases, this group reports to the digital marketing team.

The survey was conducted online during September and October, 2010. After determining the anticipated 2011 utilization rate, the survey methodology identified 97 respondents – all client-side marketers largely from the ANA’s membership – that specifically indicated their intent to utilize mobile marketing in 2011 and asked these marketers a series of questions about their experience and observations with the medium. The initial sample size is not given, but assuming the 97 who answered the detauiled questions were 88 per cent of this number, that would make it 110.