Mobile marketing tipped for 2012 surge

Almost 40% of Australian marketing executives expect their marketing budget to increase in 2012, a new report reveals, with advertising campaigns increasingly targeted at mobile devices.


The Australian Marketing Institute commissioned Colmar Brunton to conduct its annual study of Australia’s senior marketing professionals, titled the Senior Marketer Monitor.


The aim of the study is to understand senior marketer sentiment, priorities, perspectives, budgets and challenges in the current marketing environment.


This year’s study, which is based on the responses of 365 senior marketers, reveals 38% expect their budget to increase in 2012, while 24% expect a decrease next year.


The remaining 38% expect their budget to stay the same in 2012. Interestingly, the biggest growth is expected to come from organisations with smaller turnovers.


“Nearly half of smaller organisations ($0-30 million turnover) again expect to increase marketing budgets in 2012,” the report said.


“Far fewer larger organisations are planning to increase marketing budgets in 2012, compared to a year ago.”


According to the report, companies with an annual turnover of less than $30 million plan to increase their marketing budgets by 8.5% in 2012.


In contrast, companies with an annual turnover of $31-150 million forecast no change, while companies with an annual turnover in excess of $151 million expect an increase of just 2%.


Despite these figures, the report reveals most senior marketers (80%) feel positive about the role and influence of marketing in Australia.


“Furthermore, 73% of marketers are highly positive about the role and influence of marketing within their own organisations,” the report said.


According to the report, 77% of marketers say they have increased their use of online and social networking, up from 61% in 2009.


Meanwhile, 46% of marketers are doing more marketing via mobile and SMS, up from 34% in 2009.


AMI chief executive Mark Crowe says while the survey shows the “enormous potential” of mobile marketing, marketers need to use this medium carefully.


“One has to be very careful with mobile marketing because it is seen as a very personal medium,” Crowe says.


The same can be said of social media, with a recent report by Experian suggesting marketers are often guilty of a “one size fits all” approach, treating it no differently to traditional media.


Matt Glasner, Experian general manager of marketing services, says businesses need to tailor their campaigns in order for them to be effective.


“The big opportunity over the coming year is to apply the clever consumer segmentation… to create tailored social media [and mobile] campaigns, which talk to the needs of their customers,” he said.


“This is an important conversation for marketers to get right over the next 12 months.”


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