Most brands 'do not engage in mobile marketing'

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Friday, 23, Jul 2010 10:40

The majority of the UK's largest brands do not currently engage in mobile marketing - despite the fact that nine in ten believe the medium will grow in importance in the next year.

This is one of the findings of a new survey by bigmouthmedia, which polled decision-makers at some of the largest companies in the country and found that 70.3 per cent have not deployed any mobile marketing campaigns at all.

However, many respondents said they were aware of the benefits of the channel, with 75.7 per cent noting its potential for raising brand awareness and 67.6 per cent seeing customer engagement as a major advantage.

"There are no benefits to be derived from being slow on the uptake," said Simon Heyes, head of international sales operations at bigmouthmedia.

"With the mobile channel set to become increasingly influential over the next few years, companies need to move now."

Earlier this year, figures from the Internet Advertising Bureau and PricewaterhouseCoopers indicated that UK firms spent £37.6 million on mobile marketing in 2009, up 32 per cent compared with the previous year.

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