Local marketers say there's one big thing missing from mobile advertising -- and they're willing to spend more money to get it. The finding is part of Borrell Associates' 2012 Survey on Mobile Media Adoption, a survey conducted over the summer of 1,265 U.S. businesses who typically advertise in the local newspaper.
The Mobile Media Adoption Survey program addressed a variety of key issues that local advertising and managers need to know about their own clients, prospects, and trends, including:
Establishing and updating benchmarks for current and expected investments in major media
Use of social and mobile media
Key factors in evaluating success of mobile programs
Impact of past mobile use on plans and expectations
Mobile spend and plans
How many have tried mobile advertisingWhat proportion of local SMBs are being pitched mobile