The company surveyed 574 ad agency executives and marketing decision makers from four regions: North America, Western Europe, Asia Pacific and Latin America to assess their attitudes and adoption of location-based mobile marketing.
As a foundational matter, a majority of respondents said that “mobile advertising is a priority.” What I find interesting, however, is that only a minority labeled it a “top priority.” This indicates a lack of urgency among many marketers, which is striking given widely documented mobile-first consumer behavior.
Another half-full, half-empty finding is that marketers reported consumers currently engaging with their ads or a belief that they will engage with or be receptive to them in the future. While that can be regarded as a upbeat finding, there’s an ambivalent subtext — or uncertainty about the efficacy of mobile advertising.
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