ADOTAS – Advertising budgets are making room for mobile marketing efforts, but according to a new survey by the Relevancy Group commissioned by Pontiflex, low ROI is stalling the efforts. Surveying 363 marketing executives, Relevancy found that 43% of those not increasing their mobile ad spend cited low ROI as the chief reason.
About three quarters of the respondents cited improving ROI on mobile campaigns as a top priority (54% also noted increasing email subscribers while 53% checked building social communities). Ninety-three percent of the marketers surveyed said they would increase their mobile ad spend if ROI was higher.
Interestingly, 56% of respondents said they were dissatisfied with or simply do not use click-based mobile marketing. Forty-one percent claimed the most effective form of mobile advertising was pay-per-signup, which Pontiflex specializes in with its cost-per-lead model.