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

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in