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Brand marketing and advertising are usually early casualties of recessions, but O2 is looking on the bright side and predicting that major companies will invest heavily in mobile marketing from now until 2013.

In a survey of large brands in the UK financial services, retail and manufacturing sectors, commissioned by O2, the headline finding was that large organizations do not believe economic crisis will seriously hit mobility spending among consumers, and so they plan to maintain their mobile marketing plans. The percentage of budgets spent on mobile marketing and communications is set to increase almost 150% by 2013.

While online advertising is currently more popular than mobile internet marketing, two-thirds of businesses say that the latter deliver higher response rates because of the greater degree of personalization. And 88 % of marketing directors anticipate behavioural targeting to be an important feature by 2010, enabling them to gain more in-depth customer insights.

However, half of those yet to deploy a mobile marketing campaign are concerned that their customers will view the text messages as spam. The most popular use of mobile marketing is for information services campaigns across the retail (60%) and financial services sectors (54%), while 40% use mobile marketing to send booking confirmations, to deliver appointment updates and to confirm items in stock.

Other popular uses include text-to-win competitions (28%); text-to-call back campaigns (24%); and text-to-email campaigns (24%).

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