ANA, MMA: 88% Plan To Use Mobile This Year
If you were looking for proof that mobile is the channel du jour, look no further. According to a survey from the Association of National Advertisers and the Mobile Marketing Association, 88% of client-side marketers say they'll utilize mobile marketing in 2011.
Moreover, a full three-quarters of those marketers said they'll increase their spending (by an average of 59%) in the coming year. Of the 97 qualified respondents surveyed between September and October 2010, 62% said they had already used some form of mobile marketing, while another 26% said they planned to begin doing so this year.
Despite the increased usage -- and higher comfort level -- with the mobile channel, only 25% of the marketers surveyed rated their efforts as "extremely" or "very" successful. The majority (53%) said their efforts were only "somewhat" successful.
The marketers who said they had above average success rates also had other traits in common, including having used the medium longer, using more of the medium's individual platforms (while integrating those platforms together) and measuring across a wide array of metrics.
At the same time, the survey respondents noted several barriers to adoption including a lack of metrics to allocate mobile marketing within its overall mix, inability to prove ROI and a lack of understanding about the medium by key people in their company. According to the survey, 71% of companies assign mobile marketing to an existing internal group; only 17% have created a new internal group specifically dedicated to mobile marketing.
This survey was conducted online during September-October, 2010. After determining the anticipated 2011 utilization rate, the survey methodology identified 97 respondents -- all client-side marketers largely from the ANA's membership -- that specifically indicated their intent to utilize mobile marketing in 2011 and asked these marketers a battery of questions about their experience and observations with the medium.