Marketers are getting more bullish on mobile ads, particularly with mobile search marketing and banner display ads, according to a new report from marketing research and advisory firm Econsultancy and e-mail marketing services provider Responsys Inc. The survey, conducted earlier this year of 890 businesses, including marketing agencies as well as retailers and other marketers, also found that 60% of companies said they had a strategy in place to integrate mobile marketing into overall marketing efforts. That includes 15% who described that strategy as a strong one, with the remaining 45% describing it as basic.
“There have been significant increases across every type of mobile advertising for the past year,” the report says.
The two areas of largest growth by far are mobile search marketing, which increased to a participation rate of 56% among marketers from 35% a year ago, and mobile display banner ads,