When it comes to the marketing side of things, Experian predicts that, globally, more than 50% of marketing budgets will be related to mobile by 2018, and that mobile marketing tactics will be more integrated with overall communications and advertising.
In a study of Australian marketers, Experian found that mobile-optimized websites and m-commerce were the most effective tactics for mobile marketing. Australia, in particular, is a smartphone-heavy market, with sales of smartphones surpassing sales of PCs in 2010, which happened globally in 2011.
Of those Australian marketers, who represent a variety of industries, 98% said mobile-optimized sites were very effective or effective, and 100% of marketers highlighted the effectiveness of m-commerce. Custom apps were found to be the least effective mobile marketing tactic, with 23% of marketers reporting that they were not effective.
Additionally, looking at their most recent mobile marketing campaigns, 51% of Australian marketers told Experian that the campaign was effective, and 9% reported the most recent mobile campaign was very effective. With data on effectiveness of campaigns, and usefulness for consumers, companies can determine how to capitalize on mobile usage with marketing and advertising methods.