subscribe to RSS feedMobile marketing budgets are poised to increase by more than 150 percent over the next five years even in the face of economic turmoil, according to a new study commissioned by operator O2. The study notes that 60 percent of marketing and IT directors from across the financial services, manufacturing and retail sectors favor mobile marketing channels due to the mobile platform’s capacity to target consumers–85 percent of respondents said their mobile marketing efforts generate a higher response than traditional methods. While 88 percent of marketing directors anticipate behavioral targeting will emerge as a critical tool by 2010, 46 percent said embracing mobile marketing hinges on their ability to specifically target their campaign. Another 43 percent expressed concern that consumers will view mobile marketing messages as spam.
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