The majority of US business-to-consumer (B2C) marketers rely on mobile advertising rather than mobile marketing tactics, according to a November 2012 report by Forrester compiled on behalf of Velti and sponsored by the Mobile Marketing Association (MMA). The most popular mobile advertising methods are social media advertising (66%) and mobile display ads (44%), while the most commonly-used marketing tactic is mobile messaging to support customer dialogue (36%).
Overall, among the 10 advertising tactics and 4 marketing tactics identified, 6 of the former – compared to just 1 of the latter – saw a utilization rate over 33%.
Interestingly, though, spending on mobile is fairly evenly split between advertising and marketing. Asked how they allocate their total marketing and advertising budgets, respondents said that 48% goes to the marketing functions of customer support (14%), engagement (17%) and retention (17%), and 49% to the advertising functions of discovery (23%), influence (15%) and conversion (11%). Read the rest at MarketingCharts.