To understand marketers’ leading goals for the mobile channel, in April marketing solutions provider StrongMail asked 800 executives from a range of industries to identify the top objectives of their mobile marketing efforts. The largest group of respondents—nearly 60%—said they expected to increase sales through their mobile efforts, indicating that direct-response campaigns may continue to dominate the mobile advertising landscape in the near term. Still, roughly half of those surveyed aimed to raise brand awareness and improve customer service, and a slightly smaller group (45%) expected to acquire new customers through the channel. Read the rest at eMarketer.
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