Consumer concerns about data privacy and the need to meet regulatory requirements like GDPR are the main barriers to growth in mobile marketing, according to WARC's survey of over 500 marketing professionals in Europe, the Middle East and Africa (EMEA) in association with the MMA.
More than one-third (35%) of marketers say consumer concerns about privacy/security are a barrier to mobile marketing's growth, the most reported answer and a strong increase from the 25% who said the same last year.
While metrics and measurement was the main barrier in 2020, it has now dropped to third place with...