A new study released by Aberdeen Group found companies such as Coca-Cola and Best Buy are successfully integrating mobile marketing into their overall marketing strategy.

The study found that these companies are using mobile marketing to yield high profitability and customer retention.

?All of these top companies are adopting mobile marketing and they are doing it in very specific ways as outlined in the report,? said Michael Ahearn, vice president of marketing and communications at iLoop Mobile, San Jose, CA.

?They?re doing mobile in-house and they are using platforms for managing their mobile marketing, having it become an integral part of their business as opposed to a one-off ad-hoc venture,? he said.

iLoop Mobile is a mobile service provider for interactive mobile marketing and content distribution.

Aberdeen provides fact-based research and market intelligence.

The report found that 65 percent of top performing companies, such as Coke and Best Buy, are currently satisfied with their average return on marketing investment in regards to mobile marketing campaigns.

Only 40 percent of top-performers are satisfied with the average return on marketing investment of marketing in traditional media such as television, radio and print.

With top companies being satisfied with their mobile marketing results, it makes sense that 62 percent have increased marketing budgets for mobile as the budget for other programs is reduced or eliminated.

The strategies of the top companies are revealed in the study thanks to outlines of mobile marketing campaigns, including best practices for development and execution of the campaigns.

Suggestions include an internal mobile strategy and internal organizational capabilities and establishing performance metrics for the mobile platform.

Aberdeen reports mobile marketing is evolving away from traditional text message based interactions to provide brands with unique experiences for customer interactivity.

The top companies are creating mobile campaigns with mobile Internet sites, rich media, video and mobile coupons.

?The surprising thing the numbers indicate is that there is actually a direct correlation of companies being successful in marketing and mobile marketing if companies want to remain or become best-in-class,? Mr. Ahearn said.

?I would say that it?s a very important report for the industry as a whole,? he said. ?It is one of the first reports to show who is doing mobile well and what their strategies are that allowed them to do it well.

?It is a road map for any company to bring mobile into competitive business practices and benefit from the advantages of the mobile channel.?