A growing number of organizations are hoping to utilize mobile marketing initiatives in the coming year, new research has found.
The news could lead to an increase in the number of professionals tailoring their email marketing strategies to work on mobile platforms.
According to a survey by the Association of National Advertisers (ANA) and the Mobile Marketing Association, 88 per cent of client-side marketers say they will utilize mobile marketing in 2011.
In addition, 75 per cent plan to increase their spending on mobile marketing initiatives by an average of 59 per cent versus 2010.
"Mobile is clearly a fast-growing platform for marketers, but it has yet to attain its full potential," said Bob Liodice, president and chief executive officer of ANA.
"With the anticipated increase in adoption this year, we expect to see fresh, innovative approaches, increased brand-building success, and better accountability for this exciting channel."
Meanwhile, a recent study by Nielsen predicted that that 50 per cent of mobile subscribers will be smartphone users by 2011 - that means that there will be around 142.8 million total users by the end of the year.
Posted by Rachel Wheeler