The State of the Industry: Mobile marketing in EMEA 2017

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
  • The survey finds that mobile disruption continues to intensify, with retail and entertainments leading the way in terms of innovation.
  • 50% of marketers are already feeling the disruption, while the other half are expecting a bigger impact in the near future.
  • Although mobile is gaining executive support, organisations are still not ready: many feel that they are not ready to collaborate with external agencies and partners to elevate their mobile marketing, and there is an overall lack of formal mobile strategies and integration of mobile with traditional media.
  • Display and search are the most popular forms of mobile...

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