Is there enough volume to warrant budgets for developing mobile phone functionalities?
By Ritesh Gupta Can one expect substantial budgets to go to mobile, particularly in local search? Would it be right to say that 2010 will likely turn out to be the year of testing before mobile really takes off in 2011?A number of companies are currently in “test” mode and are likely to allocate more of their marketing budget for mobile search ads later this year – so that they can properly assess their strategy for 2011. It remains a source of much debate and driven a great deal by smart phone adoption and volume of mobile search. Right now, many people are getting both the volume and ROI from traditional web search. Is there enough volume to warrant moving budgets into this channel? But there are quite a few who are quite active and bullish about the same at this juncture, too. “Mobile has been taking off for more than a year already, with several travel companies reporting in the region of 3x annual growth,” says Marko Balabanovic, head – Innovation, lastminute.com. Balabanovic adde
