Brands to boost marketing spend, but many doubt effectiveness: poll

Share this article:

Nearly nine in 10 brands will use mobile marketing this year, and three-quarters (75%) will increase their mobile marketing spending, according to a survey from the Association of National Advertisers (ANA) and the Mobile Marketing Association (MMA). However, most are lukewarm about their own mobile initiatives, the industry groups said.

Sixty-two percent of marketers have some form of mobile marketing in place, and another 26% are planning to launch on-the-go efforts this year, bringing adoption of mobile marketing to 88%, according to the poll.

However, when asked to rate their efforts, a majority (53%) said they were only “somewhat” successful and only one-quarter (25%) said they were “extremely” successful. The marketers cited a shortage of metrics, an inability to prove ROI, and a lack of understanding of the medium within their company as obstacles.

“Everyone wants to invest productively. Obviously, there is so much unknown that advertisers are bullish but uneasy at the same time,” said Bob Liodice, president and CEO of the ANA. But mobile is an up-and-coming medium and marketers know competitors will be experimenting with it…They realize that with this relatively new media, there will be tremendous trial and error to find out what works and what does not.”

Marketers plan to hike their spending this year on mobile initiatives by 59%. The most popular efforts will be mobile websites, apps, messaging and SMS, display ads and search.

The two groups polled 97 client-side ANA members during September and October 2010.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.