Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Mobile has also added another layer of the complexity to the tug of war for budget between traditional channels and new, Audley adds. ―Rather than outwith the old in and with the new, organisations are looking at retaining old channels; traditional offline channels are also becoming increasinglyimportant.―Finding the priority to put the focus that‘s needed into making a successful mobile strategy come to life is quite a challenge.‖As a result, almost six in 10 are yet to test the waters with mobile, while 41% have created a strategy but haven‘t started implementing it.When asked to rate the importance of marketing channels, 53% of marketers said face-to-face communication was one of the top three most importantchannels. Email was rated by 50% of marketers as a top-three channel, and social media mentioned by 42% of marketers as a top three channel.Early adopters of mobile report good results, the study found. The vast majority of respondents believed the various mobile techniques asked in the studyto be effective, with mobile-optimised websites, m-commerce and MMS emerging as the most likely to be perceived as ‗highly effective‘.Email ranked down the list slightly, while custom apps were the most likely to be perceived as ineffective.Search, display and video pre-roll were not asked as part of the study.Perceived effectiveness of mobile techniques among marketers―In the next five years Experian predicts more than 50% of marketing budgets will be associated with mobile, particularly as traditional, above the linechannels, such as TV and billboards become more interactive and entwined with mobile,‖ Audley predicts.―Clever companies will integrate mobile with existing channels, without compromising other activity. Because mobile is cost effective, easy toimplement and is nimble, it creates a dynamic platform where brands can create a two-way dialogue.‖Don't Let Growth Fool You: Mobile Advertising Is StillFailingInterruption-Based Banners In Mobile Won't ScaleBy: Adam Kleinberg Published: December 19, 2012A couple years back I had a conversation with my accountant. He told me "money isdangerous because success can hide failure."This is a good way to describe the conundrum now facing the mobile ad industry. Whiledeclarations of growth are abundant, the reality is that most mobile advertising is failing.112