Mobile marketing on the increase despite economic downturn

More companies will invest in mobile marketing within the next five years, despite the general economic slump, a new report predicts.

A survey of major UK financial firms by Vanson Bourne commissioned by O2 found that the proportion of budgets spent on mobile marketing and communications will experience an increase of almost 150 per cent by 2013.

In addition, firms surveyed said they do not believe the economic crisis will affect consumer spending, so they expect to keep their mobile marketing plans intact.

The survey found that the most popular use of mobile marketing is for information services campaigns within the retail sector (60 per cent), financial services (54 per cent) and booking confirmations, appointment updates and stock confirmation (40 per cent).

About 66 per cent of businesses said that mobile marketing campaigns will generate a higher response rate than traditional methods, while 88 per cent of marketing directors said they expect behavioural marketing to play a significant role in gaining insight into consumer practices by 2010.