Adopting mobile marketing for the masses

Mobile marketing is the next big think for marketers, yet investment in this incredibly engaging channel remains low. Here, we look at why and how marketers can get better at mobile marketing

Mobile is fast becoming the ‘It Girl’ in marketing circles today, promising a whole new level of intimacy, immediacy and relevance in the way we engage with consumers. It is evident consumers are already there, and smartphone and tablet penetration in Australia is soaring. But just like any of the media and communication channels that preceded it, many are stumped about the right way to approach it. Brands are, in fact, struggling to catch up.

Figures referencing mobile marketing spend today vary depending on the type of investment included (pure advertising spend versus mobile-enabling a website or app development costs, for instance). According to the Interactive Advertising Bureau (IAB) Australia and PricewaterhouseCoopers’ latest Online Advertising Expenditure Report, mobile advertising made up 15.3 per cent of total online advertising spend in the first quarter of the year. Mobile also represented 21.5 per cent of digital display revenue, and 17.1 per cent of search revenues.

In contrast, CEO of the Association for Data-driven Marketing and Advertising (ADMA), Jodie Sangster, points to a global study done in partnership with the Direct Marketing Association and CMO Council, which found less than 10 per cent of marketing dollars are being spent in mobile.

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