Mobile marketing studyStudy shows advertisers are shifting focus on mobile marketing

A new study from the Association of National Advertisers and MediaVest, a leading media specialist agency, shows that the majority of the marketing industry is beginning to focus more heavily on the mobile space. Mobile marketing is becoming a very important aspect of advertising, due to the large number of mobile consumers there are in any given market. The study draws upon information gathered from 68 client-side marketers, many of whom are members of  the Association of National Advertisers, during the fourth quarter of 2012.

Majority of advertisers working to engage mobile consumers

According to the study, 85% of advertising firms plan to significantly increase their mobile budgets in the very near future. These firms are expected to focus more intently on engaging consumers through various mobile marketing initiatives. Many of the brands that these firm represent have expressed interest in such mobile marketing initiatives, leading advertisers to develop strategies that will take advantage of the growing number of mobile consumers.

Location-based marketing gains momentum

Location-based marketing, or geomarketing, is expected to be one of the major priorities that advertisers have in the future. Location-based marketing is becoming increasingly important for local brands that do not have access to the same resources that large companies do. Advertisers using location-based services, especially those associated with social media networks, can develop hyper-localized marketing campaigns that have, in the past, proven very successful among their targeted demographic.

Some marketers worried over the feasibility of mobile marketing

The study shows that 42% of advertisers are have concerns regarding mobile metrics and tracking system. Without adequate metrics in place, being able to fashion a comprehensive marketing campaign is a significantly more difficult task. These marketers have also cited their inability to prove any feasible return on investment as a major roadblock toward their adoption of mobile marketing. Nonetheless, the vast majority of advertisers are convinced over the potential prospects of mobile marketing and what gains they may see through its use.