The State of Mobile ROI

eMarketer

A third of mobile marketers aren’t measuring success

Mobile still doesn’t measure up as “important” to most marketers, according to an April 2011 survey by King Fish Media sponsored by HubSpot, Junta42 and Maxymiser. But that could change as more marketers get on board with a mobile strategy. More than six in 10 North American marketers plan to have one within the next year, compared with just a third who already do.

When asked specifically about the ROI of their mobile advertising programs, a plurality of North American companies said they were doing about as well as expected. A quarter of respondents said mobile advertising wasn’t meeting expectations, however, compared to just 13% who said results were better than they had hoped. Read more

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