Organisations which combine mobile and website marketing can radically increase brand awareness and purchase consideration, according to industry experts.
New research published by the Internet Advertising Bureau (IAB) reveals that the click-through rate online was 150 per cent higher among people that been exposed to – and recalled – a given mobile advertisement.
The study, based on a sample of 875 mobile internet users and qualitative focus groups, also found that when people were exposed to ads across online and mobile, recognition was 43 per cent greater than when they were exposed to website promotion alone.
In addition, spontaneous brand awareness was 50 per cent higher among those who had seen mobile ads than those who had seen no advertising, and increased to 114 per cent when the sample were exposed to both mobile and website marketing.
Matt McNeil, founder of email and mobile marketing specialist Sign-Up.to, explained that this was one of the reasons mobile marketing had become increasingly popular over the last 12 months.
According to Mr McNeil, mobile and website marketing are becoming an inseparable combination for many brands as more people tend to access the internet away from their desktop.
Mobile internet usage is accelerating, driven largely by the rise of smartphone devices which now comprise one-fifth of the total UK mobile subscriber base.
The firsts ever GSMA mobile media metrics data, published earlier this month, showed that 16 million people in the UK accessed the internet from their mobile phones in December 2009.
Further, the top ten sites accounted for 70 per cent of both total pages viewed and time spent online.
The top two sites were Facebook, with 4,986,000 unique visitors, and Google Sites, with unique visitors of 4,567,000.
The popularity of such sites among mobile web users is, according to Mr McNeil , the reason that lines between mobile and website marketing are becoming increasingly blurred.
“There is a very strong synergy between the two,” he explains.
“You can make ads much more interesting if you can base them on what as well as where and when someone is doing something as that can increase engagement.”