Is mobile an essential part of your marketing mix? A new MMA (Mobile Marketing Association) study concludes that the optimized level of spend on mobile advertising for U.S. marketers in 2012 should be 7% (on avg.) vs. the current budget allocation of less than 1%. Findings also reveal over the next 4 years, mobile’s share will increase to at least 10% (on avg.) based on increased adoption of smartphones alone. Consumers are rapidly adopting mobile…shouldn’t marketers too?