Mobile marketers investing in websites and apps
More than one third of marketers already conduct some type of mobile marketing, with mobile websites and apps proving to be an equal draw to text messaging, according to Unica Corporation’s The State of Marketing 2010 survey.
Earlier this year, a report from DM2PRO and Quattro Wireless revealed that most US marketers are planning to invest in a mobile app in 2010, with the top one-third of advertisers and agencies using apps planning to up their investments by 75% or more.
Unica’s global survey of also highlights that many marketers use both aggregate web data and offline data when making decisions about marketing offers.
This trend is predicted to continue to grow over the next 12 months (with expected channel use ranging from 51%-92% for online data and 43%-81% for offline data).
Interestingly, said Unica, email is the channel where both online and offline data are most likely to be used in decision making, and it matches direct mail for offline use.
The survey sample covered nearly 200 online and direct marketers across a wide range of industries, geographies, and company sizes.
Paul McNulty, Unica CMO, said: “2010 is shaping up to be an exciting year for marketers. Unprecedented change, brought on by a volatile economy, the rise of new channels, and the increased demand for financial accountability, are creating a new era in marketing.
“This new era is more immediate, more personal, more social, and more engaging.”