expertSEM

In a recent study published by InsightExpress, researchers found mobile ad campaigns were five times more effective than online campaigns.  This is probably why 97.8 percent of agencies see mobile advertising as a valuable part of the media plan and expect to see increases in mobile budgets across nearly all services, according to Mobile Marketer’s 2010 Mobile Outlook (which can be downloaded here).

While online campaigns still have their place in advertising, mobile campaigns were found to offer higher levels of engagement with more technical capabilities. When you couple that with a low clutter environment, you have a campaign that is more likely to increase brand impact, according to InsightExpress.

Right now, mobile web is the strongest mobile marketing tactic followed in close suite by SMS and mobile video.  Even thought mobile video is still fairly young, research showed it on par with SMS in terms of increasing brand awareness. According to the study, the following industries had a much higher response to mobile than online:

• Mobile entertainment purchase intent effect is four times higher than online entertainment intent.
• Mobile travel purchase intent effect is five times higher than online travel purchase intent.
• Mobile technology purchase intent effect is seven times higher than online technology purchase intent.
• Mobile automotive purchase intent effect is four times higher than online automotive purchase intent.
• Mobile retail purchase intent effect is eight times higher than online retail purchase intent.