Marketers are spending significantly less than they should on mobile and are losing out on sales and profits as a result, according to a new report from the Mobile Marketing Association.
The “MXS: Mobile’s X% Solution” report found that the optimal level of spending on mobile advertising for United States marketers in 2012 should be 7 percent. However, the average current budget allocation is less than one percent. The MMA, working with Marketing Evolution, developed a model incorporating cost, impact and media usage to determine the optimal level of media spend.
