Marketers and agencies across EMEA are expecting to raise their spend on mobile marketing over the next 12 months, but are worried that consumer concerns around privacy pose a threat to the channels overall growth.
The findings were drawn from a new report by Warc and the Mobile Marketing Association (MMA), which found that 91 per cent of the 378 marketing and advertising professionals surveyed are planning for increased mobile budgets in the next 12 months, with 45 per cent anticipating growth in excess of 25 per cent.
However, The State of The Industry: Mobile Marketing in EMEA report, revealed that consumer privacy concerns (cited by 36 per cent of respondents) and issues such as inconsistent metrics (34 per cent) and a lack of skills (28 per cent) are viewed as the largest barriers to the growth of the mobile marketing industry in EMEA.
At present, 62 per cent of marketers assign less than 10 per cent of their budget to mobile. However, the MMA’s said that its ongoing research suggests that the optimal spend on mobile is ‘in double digits’. Currently, more than one in four marketers (28 per cent) spend between 11 per cent and 25 per cent of their budgets on mobile and a further 10 per cent are investing in excess of 26 per cent.
When asked about expectations for the next five years, mobile wallet (to be adopted by 44 per cent of respondents), virtual reality (42 per cent) and augmented reality (41 per cent) technologies are expected to come to the fore.
“It’s clear from these findings that marketers are making the necessary investments to realise mobile’s potential,” said David Tiltman, head of content at Warc. “The definition of ‘mobile marketing’ continues to expand - and the strong interest in mobile video and location-based data underlines marketers’ eagerness to test emerging formats and technologies.”
When it comes to the most innovative sectors telecoms, travel, drink, retail and finance came out on top.