Mobile marketing set to surge, but obstacles remain

12/10/2012 | Marketing Mag (Australia)

Confusion about the mobile platform, a gap in technical expertise and a lack of precision in measuring return on investment are among the factors holding back marketers when it comes to mobile. But marketers will still be spending half their budgets on mobile by 2017, according to Experian Marketing Services. "Organizations are reluctant or not committing to investing in the [mobile] channel just yet until they feel confident that they can measure the return that they get," said Dave Audley, Experian's head of research and consulting.

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