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Report: Companies increasing budgets for mobile marketing


New York -- The majority of companies will be increasing their budget for mobile marketing over the coming year, according to research published by Econsultancy and BuyDesire. Seven out of every 10 companies have stated that they will spend more on mobile marketing in the next 12 months, as they seek to keep up with the mobile revolution.

The research showed that only a minority of companies currently use mobile channels or technologies, but many intend to incorporate more of these into their marketing activities. “The Mobile Marketing and Commerce Report,” published by Econsultancy in association with BuyDesire, is based on a July–August survey of more than 500 in-house and agency marketers.

The research shows that nearly a third of responding companies (29%) will use tablet-specific sites for the first time in the next year, with significant increases in the proportion of companies using location-based marketing and mobile commerce (22% and 20% respectively).

“The research makes it clear we are at a tipping point with regards to mobile marketing and m-commerce,” said Bola Awoniyi, research analyst at Econsultancy. “More companies that have been treading water with mobile technology will be taking the plunge in the near future.”

Part of the research looks specifically at the retail sector. Despite two-thirds (67%) of retailers acknowledging that the number of customers using smartphones in-store is increasing, most seem oblivious to the threat of showrooming. And just 11% see mobile-based showrooming as a threat to revenue.

“The use of mobile devices in-store doesn’t have to be a threat to retailers,” Awoniyi added. “However, those that make mobile part of their in-store customer experience stand the best chance of stopping customers from searching elsewhere on their mobile devices.”

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