Survey indicates bigger spending on mobile in 2013

Mobile marketing budgets look set to grow in 2013, according to a new survey.

The study by StrongMail revealed that 43 per cent of respondents plan to increase their spend on mobile advertising in the coming year, reports This figure was noted within the context of rising budgets for digital channels.

In terms of how companies will spend their mobile budget, the report revealed that they will mainly create apps, advertise on mobiles and send SMS messages. Another area for growth will be email-mobile integration, as an increasing number of people open emails on their smartphones.

This latter trend was backed up by a separate study by market research firm Return Path, which claimed that open rates of emails on mobile phones have risen by 300 per cent over the past two years.

Chief executive of the firm Matt Blumberg said on “The data shows a clear opportunity for marketers who take audience device and platform preference into consideration when leveraging the email channel.”

For advertisers keen to focus their energies on mobile, rather than its integration with email, the StrongMail survey highlighted three reasons why the medium is gaining in popularity. Respondents said they like mobile marketing because of the way it helps build customer loyalty, expand reach and raise awareness.