Mobile Adoption and Spending to Increase in 2011
A survey conducted by the Association of National Advertisers (ANA) and the Mobile Marketing Association shows that client-side marketers will continue to see increased adoption and spending in the fast-growing mobile space this year.
Eighty-eight percent of the 97 survey respondents said they'll use mobile marketing in 2011. This number is up from last year, when only 62 percent said they planned to use mobile marketing. Seventy-five percent of respondents plan to increase their mobile spending this year, with the average increase coming in at 59 percent. Seventy-one percent said they've assigned responsibilities to an internal group to monitor the mobile space, while 19 percent said their companies have created an internal group to help manage mobile efforts.
"Mobile is clearly a fast-growing platform for marketers, but it's yet to attain its full potential," said Bob Liodice, president and CEO, ANA, in a company press release. "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."
On top of innovative approaches and increased brand building, the survey noted the following factors marketers view as an advantage in the mobile space:
- portable web access;
- ability to deliver content/promotions to on-the-go consumers; and
- convenience for immediate consumer sales and loyalty support.
However, the research also identified mobile's numerous barriers and disadvantages:
- lack of metrics to properly allocate mobile marketing within the overall marketing mix;
- inability to prove return on investment; and
- lack of mobile marketing understanding by key people at the company.
The survey also revealed that marketers have little confidence in their mobile efforts. Only 25 percent said they've been "extremely" or "very" successful with their mobile campaigns, while 53 percent ranked their efforts as "somewhat" successful. Those that ranked themselves as "extremely" successful share the following common traits: