Mobile marketing has considerable potential but low budgets

Though more consumers are using smartphones than ever before, advertisers aren’t allocating much money to reach them.

SEMPO and Econsultancy have now released the results of a study that they have conducted to better understand mobile marketing from the perspective of companies when compared to the increased use of smartphones and tablets by consumers.

The research was able to come up with a considerable amount of insight regarding digital ads and promotions.

When it came to the impact of the various trends and technologies it was the use of smartphones and tablets that took the cake in terms of affecting SEO, paid search, display advertising, email marketing, and social media marketing. Mobile marketing clearly has a very important role to play according to the opinions of the company respondents to this survey. They stated that they feel that the increased use of these devices by consumers is significant or highly significant in the context of the marketing and advertising efforts that those businesses were making.

This insight could be defining when it comes to the development of future online and mobile marketing campaigns.

In fact, the companies put the use of smartphones and tablets ahead of the Enhanced Campaigns from Google and the changes that were made to AdWords as well the integration with social media when it came to the impact that was made to the overall marketing efforts. Among the respondents, 49 percent said that the use of the devices by consumers was highly significant. Comparatively, the changes made by Google were deemed highly significant by 33 percent.

When it came to the impact of the use of mobile devices by consumers on paid search efforts, 55 percent of the respondents said that it was highly significant, while 38 percent said that it was significant.

The only area in which the ownership of smartphones and tablets by consumers was not seen as having a considerable impact was in the area of search engine optimization (SEO). Although the “not provided” keyword data was considered to be highly significant by over half (52 percent) of the survey respondents.

Clearly, the use of these devices will have companies looking into mobile marketing trends and techniques in order to be able to keep up with the impact that the gadgets are having on current campaigns and efforts.