StealthNET Ltd

More people are likely to invest in mobile marketing after the introduction of a measurement tool, according to research.

The survey by O2 found that 58 per cent of senior media industry professionals said that improved measurement of effectiveness would make them invest more in mobile marketing.

This research coincided with the release of the Groupe Speciale Mobile Association (GSMA) and comScore GSMA Mobile Media Metrics tool, which allows brands to track and measure consumer activity.

In addition, the research found that 47 per cent of media professionals would invest more in mobile marketing if they were able to better target consumers.

SMS is currently the most popular form of mobile marketing, followed by internet sites, ads and apps, O2 said.

Recent research by InsightExpress found that mobile marketing campaigns are four-and-a-half to five times more effective than online advertising.

The study measured unaided, aided and ad awareness, message association, brand favorability and purchase intent.