May 24, 2012

Mobile marketing small but growing


A new survey indicates, mobile Web sites, mobile applications and QR codes rated as the most popular types of mobile marketing, but less than half of marketers are currently employing any of them.

A new survey of more than 800 business executives indicates many are increasing mobile marketing budgets this year but face challenges, including a lack of resources to expand mobile efforts. The study by email services provider StrongMail showed 45% of companies have adopted mobile marketing, with more than half (57%) of those doing so for less than a year.

More than 70% of managers expect their mobile budgets to increase in the next 12 months, while 55% have already done so in the last year. More than half believe a mobile program could help increase sales and gain new customers, as well as boost brand awareness.

Mobile Web sites (70%), mobile applications (55%) and QR codes (49%) rated as the most popular types of mobile marketing, but less than half of marketers are currently employing any of them. Three quarters of businesses not using mobile marketing programs plan to within a year or more.

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