Close to 90 percent of marketers plan to expand their mobile efforts in 2012 according to a new survey commissioned by AT&T .

Eighty-eight percent of the 501 U.S.-based marketing executives surveyed expect their mobile marketing initiatives will grow in the year ahead, with 43 percent of respondents indicating plans to roll out mobile applications.

Mobile barcodes are next at 41 percent, followed by banner ads (40 percent), the mobile web (35 percent), SMS messages (34 percent) and digital signage (17 percent). In addition, 17 percent of respondents told AT&T they plan to introduce campaigns across all of the aforementioned mobile channels.

Marketers are extremely enthusiastic about the possibilities of mobile barcode campaigns, with 66 percent of respondents agreeing that barcodes will drive innovation in mobile marketing next year. Marketers cite consumer demand, security and cost as the three most critical factors when considering barcodes as an element of a marketing program.