{"id":39307,"date":"2011-11-24T03:26:50","date_gmt":"2011-11-24T03:26:50","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=39307"},"modified":"2011-11-24T03:26:50","modified_gmt":"2011-11-24T03:26:50","slug":"brands-increase-mobile-marketing-spending-with-a-local-focus","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/brands-increase-mobile-marketing-spending-with-a-local-focus\/","title":{"rendered":"Brands Increase Mobile Marketing Spending with a Local Focus"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-39310 lazyload\" title=\"mobile map\" alt=\"\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/mobile-map.jpg\" width=\"240\" height=\"180\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/mobile-map.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/11\/mobile-map-150x112.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/180;\" \/>Each quarter, Millennial Media <a href=\"http:\/\/www.millennialmedia.com\/2011\/11\/millennial-media%E2%80%99s-q3-s-m-a-r-t-%E2%84%A2-report-now-available\/\">releases a report<\/a> that tracks mobile marketing campaigns. The 3rd quarter 2011 report states that mobile advertising spending has grown across all verticals with 6 verticals growing over 140% in the past 12 months.<\/p>\n<p>Fueling that growth during the past quarter was a 50% increase in local market targeting and a 78% increase in &#8220;post-click&#8221; options like the ability to watch a video.<\/p>\n<p>The 6 verticals seeing the most growth in mobile marketing spending during the past year were:<\/p>\n<ul>\n<li><strong>Technology<\/strong> = 687%<\/li>\n<li><strong>Consumer products<\/strong> = 378%<\/li>\n<li><strong>Finance<\/strong> = 356%<\/li>\n<li><strong>Retail and restaurants<\/strong> = 184%<\/li>\n<li><strong>Pharmaceuticals<\/strong> = 163%<\/li>\n<li><strong>Entertainment<\/strong> = 145%<\/li>\n<\/ul>\n<p>Looking at actual mobile advertising spending during the third quarter of 2011, the finance vertical topped the list in the United States followed by entertainment and retail\/restaurants. Internationally, the entertainment vertical came out on top.<\/p>\n<p>Location-based marketing and targeting really is the hot thing for mobile marketers, and the Millennial Media report found that campaigns which allowed consumers to view a map (for example, to find the location of a store to purchase a product) grew by 27% during the third quarter of 2011.<\/p>\n<p>Furthermore, consumers are interacting with mobile marketing campaigns <em>while<\/em> they&#8217;re shopping. During the third quarter of 2011, the top activity among consumers in this study was searching for specific items in order to find a better price. Also, while shopping consumers use their mobile devices to search for product reviews.<\/p>\n<p>The take-away from this study is simple. Brands are not only investing more money into mobile advertising and marketing campaigns but they&#8217;re also actively testing a variety of tactics to drive brand awareness and sales. Consumers are actively using their mobile devices to find information about brands both before and during their shopping excursions.<\/p>\n<p>Brands want to find ways to tap into the &#8220;always on&#8221; consumer population who always have their mobile devices with them and use those devices all the time. It&#8217;s time to get on board and start conducting your own experimentation with mobile marketing before it&#8217;s too late and you&#8217;re left desperately trying to catch up.<\/p>\n<p><em>Image: <a href=\"http:\/\/www.flickr.com\/photos\/matt_gibson\/2180312914\/\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Each quarter, Millennial Media releases a report that tracks mobile marketing campaigns. The 3rd quarter 2011 report states that mobile advertising spending has grown across all verticals with 6 verticals growing over 140% in the past 12 months. Fueling that growth during the past quarter was a 50% increase in local market targeting and a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":39310,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[235,7066,100,558,637],"class_list":{"0":"post-39307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-marketing","9":"tag-brand-mobile-marketing","10":"tag-brand-strategy","11":"tag-mobile-advertising","12":"tag-mobile-marketing","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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