Is mobile marketing better than web ads?

Businesses that undertake mobile marketing may see better results from these campaigns than from traditional web-based advertising.

This is according to new research from InsightExpress, which indicates that mobile ads perform better than standard web marketing when it comes to a number of metrics.

It says that mobile marketing can be up to five times more effective in perpetuating aided and unaided awareness, intention to purchase, message association and brand favourability.

"The high levels of engagement, the explosion in technical capabilities, low levels of clutter and the novelty of mobile advertising all likely contribute to increased brand impact," remarked Joy Liuzzo, senior director of marketing and mobile research at InsightExpress.

According to the study, the mobile web is the most effective mobile marketing medium, followed by text messaging and mobile video.

Meanwhile, new research from the GSM Association suggests that almost 16 million UK consumers made use of the mobile in December 2009, with Facebook being the most popular website overall.

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