Mobile Marketers Demand ROI

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Mobile is at least somewhat important to the strategy of more than three-quarters of marketers in North America, according to a January 2010 survey by R2integrated. But barriers to mobile campaigns remain.
 
The greatest obstacle, the survey found, was difficulty in developing the business case for mobile campaigns, followed by inability to measure ROI and a lack of a mobile component to the strategic marketing road map.
 
Asked what the most critical area of improvement was in mobile, 43% of respondents said quantifying ROI—the top response.
 
Respondents said the main goals of their mobile campaigns were raising company awareness and...