Webinar discusses ROI, mobile app initiatives

According to a June study from marketing education and advisory services company The Relevancy Group, lack of return-on-investment is a barrier to increasing mobile spending.

Researchers found that 43 percent of marketers point to lack of ROI as the No. 1 reason they aren't increasing their mobile ad budget in 2011. Furthermore, 93 percent stated that they'd spend more on mobile marketing if they could better determine their return-on-investment.

The Mobile Marketing Association recently held a webinar to address these issues and others, such as the future of mobile marketing and consumer engagement.

Participants discussed findings from the Relevancy study, as well as a real-world case study from customizable books company Paper Hat Press, and how it used mobile marketing to create an email marketing database. Paper Hat created a mobile app to connect with moms and saw a more than 200 percent ROI through its campaign. Attendees also learned how to successfully deploy their mobile app advertising campaigns.

The webinar was led by MMA managing director Michael Becker and featured Paper Hat CEO Manish Naik.