Survey reveals growing interest in mobile marketing by UK firms

A new survey has revealed an increasing emphasis being placed on mobile marketing and advertising in the UK among those responsible for marketing planning in a wide range of UK businesses.

According to the survey, carried out by independent research and analytics organisation, Webtrends, and based on interviews with 100 marketing managers across the UK, 80% of the marketing managers questioned said that advertising and promotions via mobile phones formed an important part of their overall marketing strategy.

The survey also revealed that 34% of the managers intended to devote over 20% of their marketing budget for 2012 on mobile campaigns.

Among the reasons cited in the survey for using mobile phones as a marketing tool, 55% of respondents said they believed that mobile marketing could help widen their existing customer base; whilst the same percentage said they thought a mobile campaign could actually bring in new customers.

59% of respondents, meanwhile, expressed the view that successful mobile marketing could do a great deal towards boosting brand image.

Looking slightly further ahead, the survey also revealed that 89% of respondents intended to launch a mobile website in the near future; whilst 87% had plans to start their own mobile apps.

Commenting on the survey’s findings, vice president and general manager EMEA and Australia at Webtrends, Nick Sharp, said:

“More and more budget each year is being allocated to deliver mobile marketing campaigns as mobile cements its place as an essential technology.”