An ABI survey shows that consumers are open to mobile marketing and that companies need to be considering this new medium in their advertising strategies.
"Mobile marketing is still the new kid on the block. Some marketers have tried a variety of mobile tactics and found success. Others remain on the sidelines. Spending on mobile initiatives barely registers, if at all, in many corporate advertising budgets. But mounting evidence points to a broadening awareness that mobile will soon become a necessary way to engage with customers and prospects.
'Eventually, mobile will take its place as an integral part of marketing solutions, just as digital has become essential to nearly all marketing efforts,' says Neil Strother, the practice director heading ABI Researchs new Mobile Marketing Strategies service. 'We at ABI Research have recognized the potential of mobile marketing for a number of years, and have been offering research and analysis on the topic. Now with our launch of the Mobile Marketing Strategies Research Service we intend to expand that coverage to help marketers and others in the value chain better understand how best to leverage the mobile opportunity.'
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