When many online marketing services providers may have separate budgets planned out for mobile and social activities this year, the overlapping nature of the mediums means it is highly likely the two will be closely connected.

Search Engine Land's Bryson Meunier noted that, if an individual is viewing a social media site such as Twitter or Facebook, it is increasingly likely they are using a mobile device to do so.

"If you're a mobile marketer and you're not thinking about social media, you're not thinking about the activity that occupies 30 per cent of the most active mobile user group's time," he noted.

He added that while it is an advantage to be active in both mobile and social, those who had to target their spending towards just one should still take the time to consider how their promotions may include the other medium.

According to a recent study by the Association of National advertisers in the US, 88 per cent of firms will look to have some form of mobile presence this year.

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