Marketers to scale up mobile marketing bids in 2011

 An overwhelming 88% of marketers said they will utilize mobile marketing this year, with at least 75% planning to increase investment in the area by an average of 59%, a survey from the Association of National Advertisers and Mobile Marketing Association revealed recently.

Survey findings showed that in 2010, 62 percent of marketers used some form of mobile marketing for their brands. An additional 26 percent reported their intention to begin doing so this year, elevating the expected 2011 utilization rate to the near-universal 88 percent level.

Respondents cited two companies as being particularly successful with mobile marketing: Coca-Cola for its mobile advertising and Target for its integration of mobile web, rewards and wish list registry. However, most respondents are less enthusiastic about their own mobile initiatives. Only 25 percent rate their efforts as “extremely” or “very” successful, while the majority (53 percent) says their efforts have been only “somewhat” successful.

Those marketers claiming above average success rates have the following traits in common:
• Have been using the medium longer
• Tend to use more of mobile’s individual platforms
• Integrate platforms with each other
• Measure mobile efforts with a wide array of metrics.

“Mobile is clearly a fast-growing platform for marketers, but it has yet to attain its full potential,” said Bob Liodice, President and CEO, ANA. “With the anticipated increase in adoption this year, we expect to see fresh, innovative approaches, increased brand-building success, and better accountability for this exciting channel.”

More than a dozen distinct interactive mobile platforms are currently being used by marketers, according to survey findings. The five with the highest adoption levels – at least by one-half of the firms surveyed –are the following:
• Mobile websites
• Mobile apps
• Mobile messaging/SMS
• Mobile display ads
• Mobile search

“The results of the ANA-MMA joint survey strongly indicate that we will continue to see increased adoption and spending this year across all mobile marketing platforms,” said Greg Stuart, Global CEO, MMA. “The MMA is committed to further establishing critical best practices and guidelines that create efficiencies and eliminate barriers for marketers to make mobile an indispensable part of their marketing mix."

In the survey, respondents noted several specific advantages of mobile marketing, including:
• Portable web access
• Ability to deliver content/promotions to on-the-go consumers
• Convenience for immediate consumer support/sales support/loyalty