Effective Web Advertising for Mobiles needs Expertise in Analytics

New research from analytics and payment specialist Bango has shown that more than a quarter of internet consultants are not implementing the technology into their mobile campaigns.

Surveying over 100 respondents, the report revealed that 27 per cent admitted to not using any mobile analytics strategies, while 83 per cent are not using mobile-specific tools to help them find out how well their marketing campaigns are working.

Only 17 per cent told the company that they had used an analytics program which was tailored for use with mobile networks, despite 90 per cent claiming they want to increase the amount they spend targeting the devices.

Ray Anderson, chief executive of Bango, said: "The positive from this data is that mobile marketing is in growth mode. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns."

Mr Anderson cited Juniper Research statistics showing that global spend on mobile advertising in 2009 was $500 million (£310 million), a figure he expects to rise in the next 12 months.

Bango was founded in 1999 and believes that companies should make the most of the internet capabilities of today's mobile phones, encouraging businesses to analyse all the information possible from marketing campaigns. 

Source: Bango