TORONTO – Canadian marketers are increasingly embracing mobile as a marketing communications channel, according to a survey released by the Association of Canadian Advertisers (ACA). It found that mobile is being actively considered, or employed, in over 90% of marcom programs today.
The findings are based on a survey conducted by the association in January among 56 senior Canadian marketers representing a cross section of industry sectors and marcom spending levels. Participants were asked questions about their current business conditions, perceptions and strategic priorities.
“The use of mobile as a marcom channel is becoming widespread,” said Susan Charles, Vice President of Membership Services at the ACA, in a release. “Almost half of those surveyed indicated their organizations are now exploring its potential, while more than 40% are using it already. Only a small minority– fewer than 10% of respondents – indicated mobile was not a business priority at this time.”
While measuring social media’s return on investment was rated a top challenge by respondents, gaining senior management support and funding for social media (presumably including mobile) was a much lesser concern.
In addition to questions about the use of mobile and social media, respondents were asked about their business expectations and consumer confidence. The levels of reported optimism bounced back in January following a marginal dip reported in a similar survey conducted last September.
