A study carried out by the Mobile Marketing Association (MMA) has found that whilst the current budget allowance for mobile marketing in most companies is around 1%, this should be 7% for optimum results.
However, this figure will rise to over 10% over the next four years, based on the adoption of smartphones only. The growth won’t stop there though, as more effective targeting, innovation in technologies and “creative excellence” will come together to contribute to an increased spend in the market.
ROI analysis and optimisation
The results of the study were brought about by “a scientific ROI analysis vs. the simpler “share of time (should) equal share of budget” proxy that is often offered in lieu of ROI optimization”.
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