Average budgets for mobile internet marketing are growing by 26 per cent per year, new research from the Mobile Marketing Association (MMA) shows.

According to DMNews, the organisation found that at the same time, overall marketing budgets are falling by seven per cent.

The research was carried out by Peter Johnson, vice-president of market intelligence and strategy at the MMA, who discovered that mobile advertising now represents 1.8 per cent of all marketing expenditure.

Commenting on the findings, Gloria Wood, editorial director at Advertising Database, said companies launching mobile internet marketing campaigns need to make sure they are offering something of value to mobile web users.

"Engagement marketing has got to be important in mobile to help build trust with consumers," she remarked.

A recent study by GfK Technology concluded that the increasing popularity of smartphones is driving the growth of mobile internet marketing.

Its research revealed that 38 per cent of mobile phone users had seen advertising on their handsets during the first three months of the year, compared to 59 per cent of smartphone users.

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