Abstract
Overview
Companies are increasingly embracing mobile phones as a viable channel to
target consumers with brand messaging. Mind Commerce' s lates report, "Mobile
Marketing & Advertising: Challenges and Opportunities," forecasts that
spending in this medium will grow to $19 billion by 2012 from about $1.6
billion today. Fueling this growth are improvements in mobile technology by
leading cellular service providers, increased consumer adoption of mobile
phones, and a growing niche market of suppliers of mobile search, messaging,
and marketing services.
This research explores the current mobile marketing and advertising market,
evaluating methods companies are using to effectively leverage it as a
platform to enhance brand awareness and increase sales effectiveness. The
report examines the leading suppliers to the mobile marketing industry and
analyzes how their products are impacting the way consumers opt-in to cell
phone-delivered marketing messages and increasingly use their phones to search
for, and even purchase, products and services.
Key Findings
- 2008 will be a breakthrough year for mobile spending as marketers
worldwide move from disillusionment over their expected return from this
platform to the realization that mobile can enhance consumer brand equity
- The current mobile advertising and marketing universe is beset by a
whirlwind of activity in which, by mid-2009, Mind Commerce expects will be
dominated by a few key mobile marketing suppliers
- Mobile search is playing an increasingly important role in helping cell
subscribers navigate the mobile Web. Marketers are allocating their mobile
dollars to algorithmic search (which enables results to be listed in order of
relevance) and sponsored search, which includes ad placements.
- Current trends point to U.S. consumers adopting mobile messaging and
search more readily than European cellular subscribers.
- The U.S. is still far behind many other global markets likely due to the
strong landline system and slower migration of consumers to mobile. In
addition, wireless networks and handset manufactures remain a highly
fragmented industry in the U.S.
- Mobile ad networks are engaged in a competitive front to win premium
inventory and offer it to high-profile brands. Advertisers demand increased
reach of the networks for them to make it as part of the regular marketing
budgets of Fortune 500 brands.
- Mind Commerce forecasts significant changes by 2012 in terms of spending
distribution of all of the mobile marketing subcategories - mobile search,
particularly localized search, will dominate.
Key Benefits
- Learn the different forms of mobile marketing and which subcategories will
excel in the long term
- Examine the mobile marketing vendor landscape and discover which vendors
will survive the supplier shakeout
- Understand the critical success factors that will drive future mobile
marketing business models
- Grasp the dizzying array of mobile marketing spending forecasts and know
where to allocate future marketing resources
Target Audience
- Marketing and advertising executives
- Mobile telecom carriers
- Mobile technology suppliers
- Yellow pages publishers
- Media content providers
Companies Discussed in Report
- Mobile search and content providers: Google, Yahoo, MSN, Enpocket,
ICrossing, Go2, Whitepages.com
- Mobile advertising networks: DoubleClick, Greystripe, AdMob, Third
Screen Media, Millennial Media
- Research firms: eMarketer, Jupiter, Kelsey, Gartner, ABI, Strategy
Analytics, Informa
- Mobile telecom carriers: Nokia, Verizon, T-Mobile, AT&T, Nextel,
U.S. Cellular
Table of Contents
Section 1 - The Rise of Mobile Marketing
- Mobile Becomes Viable Marketing Channel
- Few Vendors Will Dominate Mobile Market
- Mobile Messaging and Mobile Search Generate Interest
- Marketers Differ on the Best Messaging Platform..
- Mobile Search Will Be Dominant Marketing Platform..
- Consumers Flock to Mobile Search for Specific Tasks.
- U.S. Mobile Searchers Prefer Task-Driven Content
- U.S. Mobile Searchers Prefer Ad-Supported Format, says Survey.
- Telecom Companies Reluctant to Develop Ad-Based Messaging Models.
- Mobile Marketing Reaches Elusive Younger Male Demographic.
- Mobile Video Is Fastest Growing Content Sector.
Section 2 - The Mobile Marketing Opportunity
- Spending Forecasts Vary Among Researchers.
- European Mobile Marketing Will Grow Gradually.
- Asia is Mobile Global Leader.
- Growth of Mobile Marketing Spending Faces Inherent Challenges.
- Trade Groups Develop Mobile Marketing Guidelines.
- One-Third of Mobile Users Recall Advertising Today.
- Mobile Campaigns are Still Pricey.
Section 3 - Mobile Marketing Vendor Shakeout
- Suppliers Provide Diverse Set of Offerings.
- Google Dominates Mobile Search and Content Aggregation.
- Advertising Networks Vie for Leading Brand Clientele.
- Mobile Phone Carriers to Focus on Platform Access.
Section 4 - The Mobile Marketing Forecast
- Global Market Spending to Reach $19B by 2012.
- Immediate Measurement of Campaign Success Attracts Advertisers.
Section 5 - Recommendations: Planning Mobile Campaigns
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