Marketers Challenged to Keep Pace with Mobile, Social The mobile and social marketing spheres are moving fast, and marketers are doing their best to keep up. That’s one of the findings of IBM’s May 2012 survey of marketing professionals worldwide, “The State of Marketing 2012.” The continued fracturing of the media landscape has made it increasingly difficult for marketers to reach customers in large numbers. To stay in front of customers, marketers are jumping into mobile. Marketers are also showing a strong inclination to expand into different types of owned media, including some delivered via third-party platforms. The continued proliferation of media platforms necessitates that marketers consider their campaigns across a number of channels—especially mobile and social—and work closely with technologists to ensure efficient execution of strategies. Corporate subscribers have access to all eMarketer analyst reports, articles, data and more.
Mobile Marketing by the Numbers [INFOGRAPHIC] The number of Americans who own smartphones rocketed past the number who own basic mobile phones this year, and marketers have been expanding their mobile budgets at a similarly rapid rate. One study estimated mobile advertising will be $5.04 billion industry by 2015. HighTable, a startup social website for professionals, compiled data about the key factors in the growing mobile marketing space in the infographic below.