Mobile marketing is playing a growing role in paid advertising

It is joining the ranks of social media and paid search in its use for smartphones and tablets.

The latest Digital Index report from Adobe Systems Inc. has revealed that paid search is experiencing a sudden increase and that it is mobile marketing for smartphones and tablets, as well as social media that are behind it.

An area that marketers and analysts had once thought was on the way out is booming back in.

The recently released report performed an analysis of the overall advertising industry throughout the third quarter of this year. It also provided a forecast through next year’s first quarter. By examining user and advertiser behaviors from more than $2 billion in spending every year, Adobe has stated that advertisers are continuing to use paid search on an increasing basis.

The reason is that they realize how vital it is to claim their place with social and mobile marketing.

Mobile marketing for devices such as smartphones and tablets that have 3G and 4G networking is among the primary reasons that the paid search has started taking off again. That said, the cost-per-click (CPC), return on investment (ROI) and the conversion rates were unstable across the various forms of wireless devices and PCs. Moreover, the Adobe report also pointed out that Facebook is causing brand engagement to increase, which might make that social networking site a valuable channel to be exploited by advertisers in order to reach consumers.

According to Adobe senior vice president of media and advertising solutions for digital marketing business, David Karnstedt, both social and mobile marketing are continuing to play vital roles in the growth of digital advertising and promotions.

Karnstedt stated that “Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook’s platform changes to reach customers in a more personalized way. By strategically adding these elements, marketers exponentially increase their overall ROI and can then accurately attribute value to each channel.”

The third quarter report also found that mobile marketing search advertising continued to grow steadily in the United States, where there was an overall increase in search spending of 11 percent over last year at the same time. The ROI in the U.S. rose by 26 percent.