Mobile marketing and advertising efforts are quickly catching up to their digital counterparts. A study of over 3 million respondents conducted by digital marketing firm 360i found that mobile campaigns impacted consumers more than traditional online campaigns in brand awareness, advertising awareness, message association, brand favorability and purchase intent. In addition, the study found that mobile is more effective than digital advertising, especially in verticals like retail, technology and entertainment.
“When people aren’t at their desks or at their laptops, their main device is a digital device,” said Anne Frisbie, vice president and managing director of mobile advertising firm InMobi.
Advertisers are clearly taking notice of the benefits of targeting potential customers via mobile. Global mobile advertising revenue, according to Gartner Research, is forecast to hit $3.3 billion in 2011, a huge increase from the $1.6 billion in revenue in 2010.