Recent research by the Internet Advertising Bureau found that click-through rates are 43 per cent higher among people who are exposed to online and mobile ads rather than just one channel.
Matt McNeil, founder of email marketing solutions provider Sign-Up.to, pointed out that mobile marketing as started to accelerate as innovations such as smartphones facilitate constant, on-the-go access to the internet.
'One of the good things about mobile is its ability to add to the relevancy of ads in terms of the location of the individual and the personal context of the ads,' he explained.
The expert added that mobile marketing could allow firms to better tailor their advertisement to the exact location of the consumer, which could have positive effects on customer engagement.
A study by the Global System for Mobile Communications Association revealed that 16 million UK residents accessed the internet from their mobile phones in December last year.
Matt McNeil, founder of email marketing solutions provider Sign-Up.to, pointed out that mobile marketing as started to accelerate as innovations such as smartphones facilitate constant, on-the-go access to the internet.
'One of the good things about mobile is its ability to add to the relevancy of ads in terms of the location of the individual and the personal context of the ads,' he explained.
The expert added that mobile marketing could allow firms to better tailor their advertisement to the exact location of the consumer, which could have positive effects on customer engagement.
A study by the Global System for Mobile Communications Association revealed that 16 million UK residents accessed the internet from their mobile phones in December last year.
