Mobile is clearly a fast-growing platform for marketers

04 Feb '11

3 min read

Conversely, the research found numerous barriers to the adoption of mobile marketing by client-side marketers, including:

• Lack of metrics to properly allocate mobile marketing within the overall marketing mix
• Inability to prove ROI
• Lack of mobile marketing understanding by key people at the brand/company

To date, most companies - 71 percent - have assigned responsibility for mobile marketing to an existing internal group. Only 19 percent 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.

This survey was conducted online during September-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 battery of questions about their experience and observations with the medium.

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising.

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain.

Association of National Advertisers - ANA

More Information Technology News - United States Of America...