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Mobile marketing spending is still increasing. Mobiles increasingly becomes an instrument for direct sales. The use of Mobile as a tool for brand awareness is declining, according to a study Mobilemarketing.nl conducted, in cooperation with mobile marketing bureau Velti, among the Top 500 advertisers in the Netherlands.
The study shows that mobile marketing rapidly becomes a standard part of the marketing mix. 86% (77% in 2012) expect to use mobile marketing in the future. Only 1% (down from 4% in 2012) say they shall not use it. 13% has not decided yet.
At the same time, participants say that the budgets for mobile marketing will increase in the next two years. 69% of the advertisers expect an increase of mobile marketing budget. 28% expect even an increase of the budget of over 50%.
In the study, respondents were also asked about how they thought Mobile will be integrated in the marketing mix. A couple of years ago, mobile marketing was used in a more experimental way. Today, 14% use mobile marketing in an ad hoc way. But 68% say they integrate mobile marketing in the marketing mix.
Rogier van den Heuvel, VP Benelux & Nordics, Velti: ‘The very fast growth of “smart” mobile devices have transformed the world we live in. The transformation enables marketeers to engage with (potential) consumers in a personal, fast and easy way. This (mobile) communication can be used for sharing information, notifications, confirmations, customer service, order- and delivery status, conversion, location based info and offers for creating or improving customer loyalty program.’