Mobile Marketing Budgets on the Rise for 2013
Marketers are aware of the importance of having a presence of every viable platform to reach the greatest number of potential customers. Now that social media has become standard in Internet marketing strategies, more and more advertisers are expanding their focus to include a strong mobile approach.
Currently the most common mobile marketing tactics are mobile websites and applications. According to “The State of Marketing 2012″ survey conducted by IBM this past May, approximately 30 percent of marketers who do not yet implement either of the aforementioned tactics intend to start over the next year. After website & application development, other popular mobile marketing methods include mobile emails, text messaging campaigns, location-based targeting, and mobile ads.
Given the potential girth of a successful mobile marketing campaign, a recent study shows that 70 percent of marketers are planning to increase their budgets in 2013 to accommodate such operations. Despite this seemingly necessary increase, however, mobile technology strategists have expressed that it is the mobile campaigns that need to be improved, not the budgets behind them.
Many businesses have entered the mobile world for the sake of keeping up with trends — a smart move, but one lacking foresight. Analysts agree that brands and their marketers now need to focus on utility: not only making mobile websites that encourage a purchase with ease of usability, but also creating apps that make the consumer experience more convenient.
Marketers considering their mobile strategies for the next year can find helpful resources to support their efforts through the BOTW Directory. Whether seeking fresh ideas or standard marketing support services, businesses can get a head start on this year’s advertising campaigns using any of the reliable sites listed in the BOTW Directory.
Nice post Danielle. Now that there are nearly 110M smartphones in the US as of May 2012 according to comScore, Mobile marketing now can take on a lot of different forms here. Maybe improving strategy and execution over increasing budget is the right thing for mobile marketers/advertisers to do. It will be interesting to see how new data plans announced here in the US (VZ) will impact mobile usage patterns and mobile marketing, possibly driving more MMS/SMS campaigns according to some experts (Google: Serena Ehrlich, Mobile Marketer) and less bandwidth sensitive campaigns versus rich media that will cost users more to engage with. Not all users are price sensitive and will modify their mobile consumption patterns. VZ is the first, others will follow in efforts to recoup investments in 4G equipment used to power the mobile Internet that smartphone users have become addicted to. According to comScore, texting topped the mobile content usage at 75% of users texting on their mobile device in May as compared to more bandwidth intense a applications like downloaded applications (51%) and browsers at nearly 50%. Thanks for sharing.