- It finds that mobile is regarded as an important marketing channel but is yet to fulfil its potential, as the majority of brand owners have yet to formalise a mobile marketing strategy.
- However, those that do have a formal strategy are integrating it with other marketing activity, predominantly with social media, online search and TV.
- Mobile still accounts for less than 10% of most marketing budgets but it's believed this will grow in the near future.
- As new technology emerges, 'skills' has been cited as the greatest barrier to the growth of mobile, ahead of consumer concerns...
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