More than half of marketers now participate in mobile search marketing — a drastic increase from just a year ago.
Econsultancy’s Cross-Channel Marketing Report 2013 finds that 56 percent of marketers surveyed now use mobile search marketing. This number is up from 35 percent in 2012. In fact, every type of mobile advertising has increased over the past year, with mobile display advertising showing the greatest increase — from 25 percent to 48 percent.
This rise in mobile marketing comes as no surprise. As the study notes, the smartphone adoption rate is well over 50 percent across most of Europe and North America. However, another important point of the study is that marketers now know they must strategize toward mobile search marketing and design marketing plans for all aspects of mobile commerce.
The study also finds that 60 percent of marketers now have a plan for integrating mobile marketing into their broader marketing campaigns. How mobile is integrated with complementary marketing strategies will determine the success of a campaign, and this is due in large part to how consumers now use mobile.
This should be seen as a positive revelation for marketers, because they can segment their campaigns to reach the same audience in varying locales. It also highlights the importance of a broad marketing plan, one that includes mobile strategies, to attract the attention of customers no matter where they are.
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