What's holding up mobile marketing?

Motricity released finding from a survey today that points to the state of the industry and what's holding things back. Per the release:

· 40 percent of marketing agencies said they currently spend less than 2 percent on mobile marketing initiatives, however, one-third of the group said they expected to increase spending by more than 25 percent next year.

· 71 percent of the content providers and 58 percent of technology providers polled said that advertisers aren’t using mobile marketing and advertising because the channel is underdeveloped.

· 31 percent of wireless operators reported that they are looking for more information from the mobile ecosystem on the strategies used for executing mobile marketing campaigns.

· 49 percent of content providers and 36 percent of aggregators said that “targeting and demographics” are most critical to effective mobile marketing campaigns.

· 23 percent of wireless operators said they felt that content customization and personalization are the key to increasing mobile marketing.

· 48 percent of agencies said opt-ins or registrations are most important for demonstrating return-on-investment.

Per the bolded points, it looks like what many need is more information. Plenty of people and companies are working on providing that information, iMedia and The Mobile Word included.