Marketing budgets to see highrr spending on mobile ads: survey

The vast majority of client-side marketers – 88 per cent – say they will utilise mobile marketing in 2011. Seventy-five per cent of client-side marketers are planning to increase their spending on mobile marketing initiatives by an average of 59 per cent compared to 2010 say the Association of National Advertisers and Mobile Marketing Association.

Highlighting the results of a joint survey conducted by them, they said that a vast majority of marketers will utilise mobile marketing and increase spending on mobile platforms in 2011.

The survey findings showed that in 2010, 62 per cent 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 utilisation rate to the near-universal 88 per cent 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 the majority (53 per cent) says their efforts have been only ''somewhat'' successful.

Those marketers claiming above average success rates have the following traits in common:

• Have been using the medium longer
• Tend to use more of mobile's individual platforms
• Integrate platforms with each other
• Measure mobile efforts with a wide array of metrics.