Will $2.5 billion be wasted in 2012?
So says Scott Forshay (Mobile Strategist for Acquity Group). An estimated $2.6 billion will be spent this year on mobile marketing, including applications, banner ads and other mobile advertisements. However, Forshay says that $2.5 billion will be wasted, as brands are not ‘smart’ about their mobile marketing; treating mobile like a 4 inch form of their website. Brands need to recognize who their consumers are and what type of devices they are using. Next step is to recognize the consumer’s expectations that marketing on their mobile devices needs to be “timely, personal and contextually relevant.”