Mobile set to be the growth marketing area for 2011 says survey
Investment into marketing on mobile platforms is set to increase through out 2011, new research has claimed.
Mobile media is seen as the fastest growing medium at the moment, with research from LinkShare claiming that marketers will increase their attention on mobile in developing more mobile marketing communications and apps.
A study of 100 marketing professionals found that 45 percent were set to increase their marketing spend on mobile platforms, while a third would continue to invest in affiliate marketing. Investment in social networks were also part of the 31 percent of respondents marketing strategy, with online video advertising and sponsored search engine links set to be used by 30 percent.
Just over a third (35 percent) said that they expected the media sector to experience the largest growth this year, while 59 per cent said that measurement and ROI were key themes for their activity.
A further 57 percent will also aim to deliver targeted campaign, as opposed to using mass marketing techniques.
A third of respondents added that budget cuts were likely to limit their annual marketing.
Liane Dietrich, managing director of LinkShare UK, said that she believed the research painted ‘a very positive picture’ for the marketing industry in 2011, and that it was ‘on the cusp of entering a new phase of growth’ with investment in mobile marketing and apps.
“It’s also encouraging to see that targeting, measurement and ROI continue to be strong themes amongst UK marketers and certainly echoes sentiments from the conversations we are having with our own customers. We are also pleased to hear that affiliate marketing is becoming a core part of many digital marketing initiatives and we are now focused on helping to educate our client base on how more advanced affiliate marketing techniques can be used to help boost customer acquisition and improve the bottom line of a business in light of these trends,” added Dietrich.