Mobile marketing under fire
The effects of mobile marketing are yet to be fully realized. In fact, eMarketer estimates U.S. mobile display ad spending will reach $1.1 billion in 2012 and $5.9 billion by 2016. With such a high volume of professionals looking to increase lead generation through mobile devices, it’s unsettling that certain data suggests mobile advertising achieves few campaign objectives.
A recent study released by TradeMob showed that 40 percent of mobile ad clicks are invalid. The company’s definition of this term combines those suffering from fat-finger syndrome (22 percent) and fraudulent clicks from botnets or hidden double banners (18 percent).
Search Engine Watch contributor Annisa Farese applied the recent TradeMob data to the eMarketer ad spending forecast, and found that a total of $6.2 billion could be wasted by 2016. Therefore, marketers need develop strategies that compel mobile users to engage with content. In some cases, a successful mobile marketing strategy relies on integration technology and a willingness to tweak campaigns continuously to find a happy median. Since much of what professionals know about mobile marketing isn’t backed by years of research, it’s up to today’s marketers to cultivate the space and discover what mobile users respond to most often.