17th August 2009
A new study by Forrester Research has found that mobile marketing usage is increasing in the US.
About one-quarter of interactive marketers in the country now use mobile marketing, with 47 per cent of this set to up their mobile spending in 2009 in spite of the economic downturn.
The research also revealed that three-quarters of consumers have not yet seen an ad on their mobile phones.
Forrester Research report author Neil Strother advised businesses to identify the mobile habits of their target audience, master mobile tools to become more familiar with the medium, start off with simple campaigns and adapt to changing mobile measurement standards.
"Even as marketers master these skills, they'll face new challenges like how to reach a mobile audience that may become fatigued by the amount of pitches," he commented.
In a blog post, Mr Strother also predicted that usage of the mobile web will continue to grow as more consumers look to access sites through smartphones such as Android devices and the iPhone.
Category: Internet Trends
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