This report compares the mobile marketing practices of “successful”, “average” and “unsuccessful” users of mobile marketing. Its objective is to identify practices found to a significantly greater extent among successful mobile marketers than among less successful mobile marketing practitioners.
The report is based on MMA’s 2009 US Mobile Marketing Advertiser and Agency Survey. The survey was conducted of marketing decision-makers from a cross-section of national advertisers and agencies contacted with the help of MMA’s Study Co-Sponsors. The research was conducted during May and June 2009, and yielded over 200 completed surveys.
Responses for this report were filtered to include only advertiser or agency respondents who included at least one component of mobile marketing in their marketing during the previous 12 months. Respondents were assigned to performance categories according to the success they reported with their mobile marketing efforts relative to their success with other marketing media.
