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unica-mobile-mktg-adoption-may-2011.JPGA little more than four in 10 (43%) marketers currently use mobile technology, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011” indicates another 25% plan to do so within the next 12 months, and 16% plan to do so in more than 12 months.

Only 15% of marketers have no plans to use mobile technology.

Apps Leading Mobile Tactic

unica-mobile-mktg-tactics-may-20111.JPGAmong the tactical options for mobile marketing, applications lead in popularity with significantly more respondents indicating that they currently have (44%) or plan to deploy (combined 51%) mobile apps. Mobile sites rank a close second with 40% current usage and also a combined 51% rate of planned usage.

Although overall, mobile messaging has a 36% rate of current usage, in what Unica characterizes as perhaps reflecting the general headstart Europeans have in mobile device penetration, they report a 43% current use of mobile messaging. It is also interesting to note that mobile email, which ranks fourth in current usage (35%), has the highest rate of planned usage within the next 12 months (34%).

Mobile Email Most Integrated

unica-mobile-integration-may-2011.JPGThe most popular mobile marketing tactics are not necessarily the most integrated by those who use them. Sixty-four percent of respondents who know what mobile email is and how it is integrated have integrated mobile email, followed by 57% who have integrated mobile messaging. The least currently used tactic, location-based messaging, has the third-highest integration rate (55%). Meanwhile, the most popular tactic, mobile applications, have the lowest integration rate (40%).

Web Analytics Leading Measurement Tactic

unica-mobile-analytics-may-2011.JPGUnica says study data indicates web analytics tools have clearly emerged as the de facto measurement standard, with a leading 50% usage rate among respondents who know how their mobile website and applications are being measured. This doubles the usage rate of the second-most-popular measurement standard, an outside agency. Fifteen percent say they don’t measure their mobile marketing efforts.

Mobitrove: Mobile Mktg Spend to Sextuple

The total amount of money spent by US marketers on mobile advertising and promotions will reach about $56.5 billion by 2015, according to data from Mobitrove. That expected figure is more than six times the almost $9.3 billion US marketers spent on mobile advertising and promotions in 2010.

About the Data: 279 online and direct marketing professionals participated in Unica’s Annual Marketing Survey. North America represents respondents from the US & Canada. Europe represents respondents from eight European countries that are large technology markets. 179 surveys were completed using the large random research panels and 100 surveys were completed from Unica-supplied sample sources of customers and prospects. Online surveys were conducted in Q4 2010.

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