Study Suggests a ’7 Percent Solution’ for Mobile Marketing

A consultancy that helps marketers improve the effectiveness of their advertising spending is proposing that they significantly increase the amount of money they spend in the United States on ads on smartphones, tablets and other mobile devices.

The consultancy, Marketing Evolution, is offering its advice in a study that study recommends that an average of 7 percent of total ad spending be devoted to mobile marketing – a stark contrast to estimates that the current average mobile budget is 1 percent or less of total ad spending. And in the next four years, the study said, “marketers should increase their investment in mobile to approximately 10 percent.”