News

Mobile marketing shows its potential

More than half of marketers from mid-to-large companies in the UK believe mobile marketing will be more important than other traditional marketing techniques within the next two years.

According to research by mobile software company 2ergo, 79% of businesses currently incorporate mobile into their marketing strategies. Of those, 70% intend to increase their mobile marketing budgets next year – including those who do not plan to increase their marketing overall.

A quarter of people using mobile marketing said they experienced significantly reduced costs of sale and half believed they are delivering significantly improved customer service. 52% of respondents measured the success of their mobile campaigns on customer retention and brand building.

“While reaching customers through traditional channels has become increasingly difficult,  consumers are now spending an average of 6.5 hours a week on the mobile web,” said Colin McCaffery, director of products at 2ergo. “Those who don’t leverage this opportunity now are likely to get crowded out by brands with first mover advantage.”

The research was carried out by Vanson Bourne and covered 100 marketing decision markers.

Pip Brooking, London