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Mobile set to be fastest growing marketing medium

NEW RESEARCH conducted by the Internet Advertising Bureau research has found that 73 per cent of marketers think mobile will be the fastest growing medium for the next 5 years.

The study also showed that 95 per cent of digital budgets now include mobile allocations and only 5% of UK marketers not yet investing in the medium. Awareness and understanding of areas such as MMS, voice and video shortcodes has grown, with just 20 per cent of marketers having no experience in this area in 2009 compared to 66 per cent in 2008.

Knowledge of mobile search is also on the rise, with the amount of marketers with no experience of the discipline declining from 57 per cent to 29 per cent over the last 12 months. The research also found that compared to 2008, the majority of employees responsible for planning a mobile campaign within the agencies surveyed are mobile specialists, with the number of dedicated mobile experts increasing year-on-year. In 2008, around 37 per cent of those responsible for planning mobile campaigns within agencies were dedicated specialists with this figure rising to just over half (52 per cent) in 2009.

Agencies that took part in the survey were also asked what percentage of their digital spend is for mobile, and the results reveal that some 95 per cent of respondents included mobile in their overall digital budget. Within this, 30 per cent spent between 0 and 1 per cent, 46 per cent spent between 1 and 5 per cent, 13 per cent spent between 6 and 10 per cent with a further 6 per cent spending more than 11 per cent.

Looking to the future, some 40 per cent of agency respondents predicted they would be spending between 1 and 5 per cent of their digital budgets on mobile in 2011. A further 29 per cent believed they would be spending between 6 – 10 per cent and 13 per cent stated they would be spending between 11 and 20 per cent and just 1 per cent of agencies stated that they will not be allocating any budget to mobile in the next 2 years.

73 per cent of those surveyed agreed that mobile will be the fastest growing media for the next 5 years, with a further 73 per cent also believing that most media agencies will have a mobile specialist by 2010. In terms of using the medium to communicate with specific audiences, some 55 per cent of respondents agreed that in the future mobile will be the primary medium for communicating with 12 – 24 age group.

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