Mobile branding "more effective"

ANALYSTS at digital marketing research firm InsightExpress claim that mobile marketing campaigns are between four and a half and five times better than other online advertising channels in improving consumer recognition. People live with their phones; most people would rather leave their wallet at home than their mobile. If something appears on your phone, you take note. 

InsightExpress came to the conclusion after studying different types of marketing strategy that mobile marketing was the most effective. The mediums were evaluated for their ability in improving unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent.

Senior director of marketing and mobile research at InsightExpress Joy Liuzzo said that online platforms offer "exceptional" reach, variety and flexibility to advertisers. However, she also added that the mobile sector can be more effective, saying: "High levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact."

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