Mobile marketing via the internet may now be just as popular as more
traditional SMS marketing strategies.
According to marketing software firm Unica, the channel as a whole is set to
become more popular with brands and businesses over the course of 2010.
It revealed that mobile marketing is now used by more than a third of the
advertisers it surveyed, which the company said is evidence that the sector is
continuing "its march toward greater significance".
Whereas firms were originally attracted by the immediacy of SMS marketing,
Unica claimed an equal number are driven towards the channel thanks to the "richer"
interactivity of mobile websites.
Applications are also proving to be a draw, the study stated.
"A volatile economy, the rise of new channels and the increased demand for
financial accountability, are creating a new era in marketing," said Paul
McNulty, chief marketing officer at Unica.
Last month, digital conversation agency we are social suggested that mobile
marketing could be most effective when aligned with social media strategies.
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