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Data quality news

Companies 'want greater accountability from mobile marketing'

Feb 9 2010, 11:30 AM

More than half of executives would inject more money into mobile marketing if there was a better way of measuring its effectiveness, new research has found.

A study carried out by O2 Media showed that 58% of marketers want to see greater accountability in this area.

Of those polled, 47% said better targeting would encourage them to dedicate a larger proportion of their budget to this, the Direct Marketing Association reports.

Commenting on the findings, O2 Media Managing Director Sean Gregory said: "As our research shows, there is a clear appetite for an industry-wide measurement platform and the launch of Mobile Media Metrics will more than meet this need."

In related news, the latest Alterian Annual Survey revealed that 66 per cent of businesses expect to invest in social media marketing (SMM) over the next 12 months.

Of those surveyed, 40% said they will be using part of their direct marketing budgets to pay for SMM activity.

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