As consumers become increasingly mobile, marketers are finding new and more effective ways to capitalize on the growing mobile advertising market. Based on a new study from the Association of National Advertisers, the mobile marketing vertical is poised to experience tremendous growth in 2011. Last year, 62 percent of polled brand marketers used some form of mobile marketing; however, 2011 could bring exceptional growth to this already growing industry as 88 percent of the same group is intending to utilize mobile in the coming year, a full 26 percent increase year-over-year.
As is often the case with new frontiers of advertising, many of the marketers who plan to use of mobile in 2011 are uncertain of the effectiveness for their organizations. Big brand case studies from companies like Coca-Cola, Target, Starbucks, or McDonald’s are certainly compelling evidence that the medium can work, but only 25 percent who have used the platform claim that their initiatives have been “extremely successful” or “very successful.” Mobile advertising, because of its intricacies in targeting and dealing with constantly evolving technology, may have a steeper learning curve than other digital and social platforms.
Continual innovation in smart phone and mobile targeting technology will continue to drive spending increases in the mobile marketing vertical. Already, of the 75 percent of marketers planning to increase their spending in 2011, the budgeted increase is a substantial 59 percent. An arduous learning curve may deter some marketers from early implementation, but those who are willing to innovate in 2011 will look to increase spending and continue to prove the success of this burgeoning market.