Google predicts rise of mobile marketing

Mobile Marketing will soon become more popular than traditional online advertising, predicts Vic Gundotra of Google.   With the usage of smartphones still on the rise, Google expects companies will pay higher rates for mobile search ads than standard PC-based ones.   During a webcast on Monday, Gundotra added that ad rates (CPC) for the mobile channel have already increased “dramatically” over the last few years, with mobile searches also rising fivefold over the course of two years.

And not only Google is enthusiastic about Mobile Marketing.   According to The State of Marketing 2010 study by Unica, conducted with Salloway and Associates, more than one-third of executives questioned said they already use mobile in their campaigns, stating that the richer interactivity of mobile websites and applications makes it an equal draw to text messaging.

“2010 is shaping up to be an exciting year for marketers. Unprecedented change, brought on by a volatile economy, the rise of new channels and the increased demand for financial accountability, are creating a new era in marketing,” said Paul McNulty, chief marketing officer at Unica.

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