New studies show the latest trend in the growth of mobile
According to the survey:
- 19% of U.S. mobile marketers said they plan to increase their mobile ad budgets by 50% or more in the next two years.
- 70% of respondents said that they employ mobile landing pages or mobile sites.
- 49% said they use static mobile banners.
- 44% said they use mobile search ads.
- Roughly 33% said they use branded apps.
- 19% said they employ video.
What this adds up to, says eMarketer, is that mobile marketers are seeing “considerable return on investment (ROI) from the format”—enough to invest more in mobile over the next couple of years.
The two main challenges cited among survey respondents were fragmented operating systems and security. Fragmented operating systems is a big issue, because when disparate systems—such as point-of-sale systems, inventory systems and the end-user mobile interface—have trouble communicating with one another, it can lead to frustration for both retailers and their customers. (For example, mobile coupons that don’t compute at the point of sale.) And, of course, any breach of security can seriously tarnish the image of your brand. Not something you want to go viral.
Another study cited by eMarketer from the Mobile Marketing Association (MMA) and Neustar notes that between 45% and 48% of U.S. marketers say that mobile marketing offers significant benefits in three key areas:
- Loyalty retention
- Improving transactions
- Improving customer service
So it’s important to get your mobile on, and soon. But it’s just as important to carefully weigh the challenges and risks against the potential benefits.
To help you make the best choices and select ad products that are right for your brand, visit the Yahoo Advertising mobile page, and call your Yahoo Advertising representative today.
-- The Team