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.

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.

[[ message ]]
Or
[[ message ]]
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

This is so cool & Innovative . A Milestone will be created by this.

Digital Marketing Courses

AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices

Read more

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Latest Podcast

More podcasts

Sign in