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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.

Mobile marketing campaigns are four-and-a-half to five times more effective than online advertising, according to new research.

A study by InsightExpress measured unaided, aided and ad awareness, message association, brand favourability and purchase intent, finding that mobile marketing was more effective in these overall.

The analysis also compared advertising in different sectors, including entertainment, travel, technology and retail, finding that mobile was once again more effective at increasing purchase intent.

Joy Liuzzo, senior director of marketing and mobile research at InsightExpress, said: "The impact that mobile campaigns have on key brand metrics proves that mobile continues to move quickly from supporting player to co-starring role in the digital advertising universe."

A recent report found that Britons sent 97 billion SMS messages in 2009, with 11 million texts being fired out every hour.

Figures from the Mobile Data Association found that on average 265 million SMS messages were sent per day last year.

Mandy and Alistair failed to make the grand final of BBC One's So You Think You Can Dance (SYTYCD) at the weekend after failing to secure enough premium rate phone votes.

They landed in the bottom two with Lizzie and Robbie, with all four dancers having to perform solos in front of the judges for their place in next week's finale.

Tommy Franzen and Charlie Bruce earned enough premium rate phone votes to go straight through to contest the final, in which they can win a £100,000 cash prize and the chance to dance in Hollywood.

"For the first time I think I have seen someone dancing for their life and that was Robbie," said head judge Nigel Lythgoe of his decision to send Alastair home.

Leona Lewis performed on the results show, in which all six contestants performed a group dance to Big Spender.

Meanwhile, Heather Mills left Dancing on Ice after failing to secure enough premium rate phone votes and losing out to Kieron Richardson in the skate-off.

Heather Mills was kicked off Dancing on Ice yesterday (February 7th) after failing to secure enough premium rate phone votes to avoid the skate-off.

The charity campaigner landed in the bottom two with Hollyoaks star Kieron Richardson and was forced to skate for survival in the show.

But, having failed to secure enough premium rate phone votes, she also lacked the backing of the judging panel, with just Nicky Slater choosing to save her out of the five.

Mills said she was delighted to have stayed in the competition for five weeks but told presenter Phillip Schofield that Richardson deserved to stay.

Dr Hilary Jones, who has consistently been low on the judges' leaderboard, once again managed to earn enough premium rate phone votes to stay in another week.

Meanwhile, Mandy and Alistair failed to make it to the final of So You Can Think You Can Dance at the weekend after they received the fewest premium rate phone votes.

The tourism industry has been advised to wake up to the benefits of mobile marketing techniques.

A significant majority of businesses in the sector have shifted some or all of their operations over to the web, but the latest Tour Operator Technology Review paper from Genesys suggested that too many are still failing to take advantage of the benefits of mobile marketing.

The report noted that many tour operators have yet to make their website ready for use on mobile devices, in spite of the soaring popularity of web-connected smartphones.

Commenting, Paul Richer, a senior partner at Genesys stated that "there are no longer any excuses" for companies in the sector to be out-of-the-loop when it comes to technology.

He added that mobile marketing enables smaller businesses to reach customers just as easily as their larger competitors.

"There has never been a better time for smaller operators to compete on a level playing field with their larger competitors who can more easily afford heavy investment in technology," he concluded.

Earlier this month Webtrends launched its new Mobile Analytics platform, created to help businesses keep on top of their mobile marketing efforts.

The potential of the UK mobile marketing sector has once again been highlighted by the news that Britons send a collective 11 million SMS messages per hour.

According to the latest figures compiled by the Mobile Data Association (MDA), the popularity of staying in touch via mobile handsets is as strong as ever.

The figures show that, over the course of 2009, some 97 billion SMS messages were sent in the UK alone, averaging out at around 265 million per day.

This compares to the figures of 57 billion and 79 billion recorded in 2007 and 2008 respectively, indicating the extent to which the potential of mobile marketing has increased over the past few years.

Commenting on the findings, MDA chairman Steve Reynolds said: "These statistics show that even with new social media forms of messaging such as Twitter and Facebook, people are using SMS as a social messaging tool because of its simplicity and ubiquity."

Notably, the figures also show that 874 million text messages were sent on New Year's Eve, an increase of 21 per cent on the previous year.

This comes soon after BuzzCity reported that mobile marketing grew in the UK, France, the US and Canada in 2009.

The Irish Independent is offering its readers to chance to win a romantic portrait in a premium rate SMS competition.

Couples will be able to win a Shoot My Lover voucher which entitles them to a romantic photo shoot in their home, with the result being a framed portrait.

The newspaper has teamed up with award winning photographer Brendan Burke to run the competition, which people can enter by sending a premium rate SMS message.

They can text ONLINE10 along with their answer to a question, their name, address and a telephone number to 57802.

People must be over 18 to enter the competition and a premium rate SMS message will cost €2 (£1.75) plus standard network charges.

The competition closes on February 9th.

Meanwhile, the Mirror is offering its readers the chance to win £4,000 worth of stylish furniture through a premium rate phone competition.

It has teamed up with Manchester-based furniture firm Halo for the giveaway.

The Mirror is offering its readers the chance to win £4,000 worth of stylish furniture through a premium rate phone competition.

Entrants get the chance to win a Parquet dining table, six Reggio leather dining chairs, two Gonzalez leather armchairs, a matching Gonzalez footstool and a Parquet nesting lamp table.

The newspaper has teamed up with Manchester-based furniture firm Halo for the competition, which people can enter by calling an 090 number, sending a premium rate SMS message or going on the internet.

Calls from BT landlines cost 50 per minute with a maximum duration of two minutes, while SMS messages and web entries cost £1 each plus the standard network rate.

Lines close at 18:00 GMT on February 10th and entrants will need to correctly answer a question to be in with a chance of winning.

Meanwhile, fans of Eva Cassidy can win tickets to see the musical telling the life story of the singer through a premium rate SMS competition being run by News Shopper.

Fans of Eva Cassidy can win tickets to see the musical telling the life story of the singer through a premium rate SMS competition.

Award-winning musical Over The Rainbow stars Sarah Jane Buckley and is being performed at The Orchard in Dartford next week.

News Shopper is giving away five pairs of tickets to the show next Wednesday (February 10th) at 14:30 GMT.

People can enter through the post or by sending a premium rate SMS message to 80360.

They will have to send the correct answer to a question set by News Shopper and will be charged 50p to send a premium rate SMS message.

Text lines close on February 7th at 23:59 GMT and the editor's decision is final when it comes to winners.

This week, GMTV is running a premium rate phone competition to win £25,000.

People can enter by sending an SMS message and it costs £1 plus the standard network rate to do so.

A new mobile marketing analytics service has been launched after customer intelligence company Webtrends created a partnership with search engine experts Acronym Media.

Following the deal, Webtrends has launched its Mobile Analytics offering, which allows businesses to measure how consumers are engaging with wireless offerings.

Jascha Kaykas-Wolff, vice president of marketing at the company, said: "The launch of Webtrends Mobile Analytics expands our offerings that are already providing our customers a competitive advantage through insight-driven optimisation of their digital channels."

The company said that the offering will be particularly good for companies which offer wireless and mobile services and want more information on how customers use the service.

Mr Kaykas-Wolff added that analysing information is essential as more firms embrace mobile marketing.

Recent research from mobile media company BuzzCity stated that mobile marketing grew in a number of countries in 2009, even in established areas like the US, Canada, UK and France.

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