Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10. (c)iStock.com/SIphotography Mobile marketing budgets are set to increase across marketing departments in EMEA, according to a new report. The State of The Industry: Mobile Marketing in EMEA research carried out by advertising insights brand Warc, asked over 370 marketers and advertisers for their views on the format. They found 91% of those they asked are planning for increased mobile budgets in the next 12 months, with 45% anticipating growth in excess of 25%. But there are some elements concerning marketers, namely consumer privacy concerns (36%), inconsistent metrics (34%) and lack of skills (28%). These are perceived as barriers to growth, but some – lack of skills – can be easily overcome. Of course, there then arises the question of what kind of mobile marketing companies are looking to employ, and one unsurprising format comes out on top: video. Almost two-thirds of respondents said they’d start doing mobile video in the next year and over half said they want to leverage location data. It’s looking like an interesting landscape over the next few years, and 44% of marketers say they forsee mobile wallets to be adopted over the next five years. VR and AR are also big areas, with 41% of marketers seeing the future appeal in both forms of tech. You can’t talk about marketing these days without mentioning cross-channel strategy, and you certainly can’t write about mobile marketing without alluding to social media platforms. Marketers who answered the survey said they found Facebook (97%) useful when it comes to mobile marketing activities, followed by YouTube (75%), Instagram (70%) and Twitter (68%). Warc’s head of content David Tiltman said the survey findings show mobile marketing spend’s set to grow – and video, along with location-based data, are two strong areas pushing it forward. “This underlines marketers’ eagerness to test emerging formats and technologies,” he said. Are you planning to ramp up your budget over the next year when it comes to mobile? Why/why not?
A total of 91 % of mobile marketing budgets will increase in Europe , the Middle East and Africa ( EMEA ) , according to a report by Warc . While two - thirds of respondents said they will begin to use mobile video in the coming year , over a half said that they will use location data . There were 97 % of those who said they find Facebook useful , compared to 70 % for Google and 68 % for Twitter .