Trends Report

The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

July 28th, 2011
With contributors:
Melissa Parrish , Thomas Husson , Emily Riley , James McDavid

Summary

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and most of those who are using mobile marketing are dedicating relatively small budgets to the channel. Too many marketers who have tested mobile are focused on the wrong tactics, preferring to build "cool" mobile apps that most of their audiences simply ignore, while failing to tap into the mobile web browsing that's much more popular among European consumers. In this report we'll show you how to invest in the mobile marketing channels that are most likely to reach your target audience.

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