Mobile marketing 'particularly effective'

Category: Digital Marketing

February 5th 10, 12:00

Mobile advertising can be significantly more effective than standard online marketing, according to a new report.

A study by digital marketing research company InsightExpress suggests that mobile campaigns can be up to five times more successful when it comes to unaided and aided awareness, as well as message association, intention to buy and brand favourability.

The mobile web was found to be the most effective in this regard, followed by SMS campaigns and mobile video.

Joy Liuzzo, senior director of marketing and mobile research for InsightExpress, commented: "The high levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact."

A recent Econsultancy and ExactTarget study indicated that 56 per cent of global marketers intend to invest more in mobile marketing in 2010.

The survey also revealed that social media and search engine optimisation will be particular areas of focus for brands this year.

This news story was brought to you by Bluhalo - a leading UK digital agency.


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