Mobile Marketing Budget Plans, February 2013 [CHART]
Mobile marketing budgets ought to increase this year, per results from a study conducted by Forrester Consulting on behalf of Acquent. 6 in 10 survey respondents – who were required to make or influence their company’s mobile marketing strategy and hiring decisions – said they expect their mobile marketing budgets to increase significantly (15%) or slightly (45%). But while their budgets will increase, their concerns about ROI look like they’re persisting.
Asked to name their 3 biggest challenges with mobile marketing, a leading 42% of respondents pointed to measurement/ROI, ahead of other primary challenges such as reaching the correct audience and data security (each at 34%). Interestingly, integration of mobile strategy with other marketing channels was further down the list, cited as a top-3 challenge by only 24% of respondents. Read the rest at MarketingCharts.