New York—A new study by the Association of National Advertisers and MediaVest, both New York, found that 85% of marketers plan to increase their mobile marketing budgets in “the near future.”
The report was based on an online survey of 68 consumer and b-to-b marketers conducted in the fourth quarter.
It found that 96% of marketers now use mobile or are planning to incorporate it into their marketing.
The top mobile tactics being used included mobile websites (84%), search (78%), apps (76%) and display ads (75%).
Respondents said their top objectives in using mobile included brand building/management (83%), awareness (78%) and customer loyalty/retention (74%). However, 42% of marketers said they are concerned about having proper mobile metrics in place.