Mobile marketing to shore up marketing performance

By Ding Yining | August 20, 2015, Thursday |

Online Edition

MARKETERS can improve their overall performance by raising the mobile marketing expenditure proportion without increasing total budget, and the optimal ratio for mobile marketing expenditure is between 8 and 15 percent, a latest study shows.

Mobile marketing on average offered nearly double the return on investment compared with TV advertising and twice as efficient in driving sales compared with the overall campaign expenditure, according to a latest survey released by the Mobile Marketing Association, a non-profit organization with more than 800 members in nearly 50 countries.

When mobile expenditure make up about 15 percent of total budget, it is expected to drive 16 percent increase in profit, compared with only 7 percent increase when mobile expenses make up 8 percent of overall spending, according to MMA's joint survey of Coca-Cola's Chinese New Year campaign.

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Mobile marketing to shore up marketing performance

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