Mobile marketing 'to be a mainstream proposition in two years'

Wednesday 29th October 2008
New research has predicted that marketing to mobile devices will be a mainstream promotional strategy for growing businesses in the near future. According to the Internet Advertising Bureau's (IAB's) study, 62 per cent of marketing professionals polled feel expenditure on the channel will grow between now and 2010. However, the same survey also highlighted that 76 per cent of people believe they need more information about the medium and its potential benefits. Jim Cook, the chair of the IAB Mobile Council, said expectations for the format were "high" but "understanding is low". "The industry needs to address measurement, effectiveness and benchmarks if mobile advertising is going to reach a tipping point by 2010," he added. Details about the study have emerged after research by BusinessZone.co.uk found that nearly 60 per cent of growing business owners have acquired customers through emerging platforms such as social networking.

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