newsrelease

National Survey Says: Smartphones to Drive Marketing Efforts in 2012

Nearly 90 Percent of Respondents Expect to Increase Mobile Marketing in the Next 12 Months

Dallas, Texas, December 06, 2011

Smartphone applications and mobile barcodes -- those funny-looking, pixilated squares appearing on everything from bus shelters to price tags -- will spur innovation and sales in the marketing world in 2012, according to a new survey commissioned by AT&T*.

Key Findings:

  • 88 percent of respondents expect their mobile marketing program to increase in the next 12 months.
  • Mobile marketing strategies companies are interested in deploying in the next 12 months include:
    • Mobile apps rank the highest at 43 percent
    • Mobile barcodes – 41 percent
    • Banner ads – 40 percent
    • Mobile web – 35 percent
    • SMS messages – 34 percent
    • Digital signage – 17 percent
    • All of the above – 17 percent
  • 66 percent of respondents agree that mobile barcodes will drive innovation in mobile marketing in the next year.
  • Consumer demand, security and cost are the three most important factors when considering mobile barcodes as part of a marketing program.  

AT&T commissioned a survey of 501 marketing or advertising professionals working at U.S.-based companies to better understand the opinions and attitudes of marketing and advertising executives toward mobile marketing, specifically mobile barcodes, and the factors that potentially could accelerate their use in the future.

The majority of executives surveyed said they view mobile barcodes as innovative and rank mobile barcodes the second highest mobile marketing priority for the year ahead. Executives point to security, affordability, and consumer demand as key factors when considering mobile barcodes as part of their marketing programs, which can be easily scanned on smartphones and, in moments, link consumers to additional content via the mobile Internet.

“With the growing popularity of smartphones and the increasing dependence on mobile devices, it’s only natural that marketing executives want to turn up the volume on their mobile strategies next year,” said Chris Hill, Vice President, Advanced Mobility Solutions, AT&T Business Solutions.

To view the full survey results, visit the AT&T Mobile Marketing media kit at http://www.att.com/gen/press-room?pid=22006.

AT&T’s award-winning portfolio of mobile marketing solutions is designed to heighten the impact of companies’ advertising and marketing campaigns. From mobile-optimized websites to comprehensive Mobile Barcode Services, AT&T delivers the tools businesses need to reach customers where it matters – right on their smartphones and tablets.

In addition, AT&T's YP SM portfolio of local search and advertising products help local businesses reach potential customers as they search for information on nearby businesses on their mobile devices. Local advertisers have the opportunity for their mobile search and display ads distributed across the rapidly growing YP Local Ad Network, which has extensive distribution across major mobile publishers.

Survey Methodology:

An online survey was conducted in September 2011 with 501 marketing or advertising professionals working at a U.S.-based company with more than 1,000 employees. Respondents held a director or higher title and were personally involved with making or overseeing marketing or advertising program decisions for their company.