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BizReport : Mobile Marketing : May 18, 2011

Google, Digitas unite to deliver mobile marketing insights

Business branding specialists Digitas have teamed up with Google to provide mobile marketing insights and trend analysis to marketers in a bid to drive adoption of the platform.

by Helen Leggatt

Using original Google and Digitas search and marketing data the collaboration will help marketers make informed decisions about their mobile marketing strategies.

For those businesses that do not yet have mobile in their marketing mix, as is the case for many small businesses, they hope to turn "opinions to insights" and bring forward their foray into the space.

"The data is clear - people are using their mobile devices to find, shop and buy," said Jason Spero, Director of Google Mobile Ads.

"But users are ahead of businesses right now."

This was illustrated by the latest Small Business Success Index, sponsored by Network Solutions and the University of Maryland, which found that only 15% of small business owners consider mobile marketing to be "extremely" or "very" valuable to their business while 20% felt it was only "somewhat" valuable.

The research found the reason small businesses have yet to embrace mobile marketing is because very few (19%) believe it to be a "mature and proven" channel. In fact, over a third (36%) believe mobile is too cutting edge for small businesses or ahead of its time (24%).

Hopefully the Digitas/Google data will persuade them otherwise. The duo's first offering, based on data from Mother's Day this year, can be found here.

Tags: Digitas, Google, marketing data, marketing insights, mobile marketing, mobile strategy

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