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市場調查報告書
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1197639

移動營銷市場 - COVID-19 的增長、趨勢、影響和預測 (2023-2028)

Mobile Marketing Market - Growth, Trends, and Forecasts (2023 - 2028)

出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

在預測期內,移動營銷市場預計將以 25% 的複合年增長率增長。

移動營銷已成為企業隨時隨地與客戶互動的最有效營銷方式。

主要亮點

  • 移動營銷是一種在線廣告技術,目標受眾是擁有手機、平板電腦或其他可以訪問電子郵件、網站、短信、彩信、社交媒體和其他移動應用的設備。 移動市場有許多優勢,例如擁有個性化數據、具有 GPS 功能、減少定位錯誤以及能夠根據用戶定制設備。
  • 對人工智能和大數據分析的需求不斷增長,以及增強現實 (AR) 和虛擬現實 (V.R.) 的採用都將在預測期內促進移動營銷市場的增長。
  • 移動應用地理圍欄也是營銷人員利用基於位置的營銷的一種簡單方法。 當用戶進入地理圍欄位置時觸發地理圍欄推送通知。 它可以幫助組織設計有效的活動策略來推動銷售和受眾參與。
  • 在預測期內,移動營銷市場的市場局限性包括對高級安全性的需求不斷增加、對這些軟件解決方案的安全性的擔憂以及實施方面的挑戰。 市場增長的最大和最重要的障礙將是改變客戶行為和選擇正確的移動營銷策略和供應商。
  • 在大流行期間,由於每次點擊付費、點擊率以及遊戲、多媒體、音樂、新聞和在線購物的廣告支出增加,電子商務以及媒體和娛樂垂直行業將經歷巨大的增長。獎。 大流行之後,一些國家開始允許遊客訪問,增加了移動應用程序的使用,因此增加了對移動廣告的需求。

移動營銷市場趨勢

在線零售行業不斷增長的需求推動了市場增長

  • 移動設備已經對零售業產生了重大影響,並且還在與日俱增。 今天的消費者嚴重依賴其設備上可用的移動應用程序來比較產品價格、檢查產品可用性以及請求店內購買的提貨。 如今,已經開發出大量零售手機應用程序,通過各種營銷和促銷策略簡化消費者的購物體驗。
  • 此外,由於多渠道品牌可以與消費者溝通並通過收據處理獲取交易信息,因此移動技術還使整個零售行業(包括消費品和服裝)能夠創建忠誠度計劃。 具有前瞻性思維的品牌正在自上而下地重組他們的忠誠度計劃,以便將移動設備深深地嵌入到他們的計劃中。
  • 在線商店的社交媒體營銷比電視或廣播廣告便宜得多。 此外,許多移動營銷技術可以非常有針對性。 智能分析和研究可以幫助您定位目標受眾。 這允許移動營銷消費者將他們的營銷工作瞄準可能轉化為消費者的個人。
  • 移動設備是一種快速的媒介。 消費者可以通過聯繫移動用戶與個人進行實時互動。 它適用於任何地方:在家裡、在工作中、在旅途中。 因此,移動營銷的每個方面都類似於銷售點廣告。 移動營銷消費者能夠持續接觸那些只需點擊幾下即可完成在線購買的人。
  • 此外,智能手機在全球範圍內日益普及也被認為是推動市場向前發展的一個因素。 據愛立信稱,目前全球有超過 60 億智能手機用戶,預計未來幾年還會增加數億。 智能手機用戶最多的國家是中國、印度和美國。

快速發展的亞太地區

  • 在預測期內,由於可支配收入增加和人口增長導致智能手機普及率不斷提高,預計亞太地區將成為移動營銷供應商的重要創收區域。
  • 亞太地區新興國家/地區的市場增長歸功於網絡連接的改善、獨立移動用戶數量的增加、4G 和 5G 網絡普及率的提高以及企業意識的提高。據認為。
  • 該地區的主要供應商正在尋求各種類型的有機和無機增長,包括新產品發布、合作夥伴關係和協作以及併購,以擴大其在該地區移動營銷市場的產品供應。採用戰略。
  • 此外,人工智能 (AI) 和增強現實 (AR) 等技術進步進一步刺激了該地區對移動營銷的需求。 機器學習 (ML) 算法的強大分析能力可以利用您的廣告並在正確的時間向正確的人展示它們。 谷歌已經在嘗試對移動搜索廣告進行各種優化。 因此,零售商正在使用它來了解消費者行為並相應地發送通知,這有望促進市場增長。
  • 中國的大部分廣告支出已經數字化,基於中國龐大數據集的數值計算和自動化使 AI 驅動的廣告蓬勃發展。 人工智能在廣告領域的主要推動力是中國競爭異常激烈的電子商務市場。

移動營銷市場競爭者分析

由於全球參與者和中小型企業的存在,移動營銷市場高度分散。 市場上的主要參與者是谷歌公司、Facebook Inc.、微軟公司、OpenMarket 和 Twitter Inc.。參與者採用合作和收購等戰略來加強他們的產品供應並獲得持續的競爭優勢。

  • 2022 年 12 月,推動企業發展的內容、貨幣化和營銷技術提供商 InMobi 宣布與 Lord & 建立零售媒體廣告合作夥伴關係,這是一套創新的產品發現和貨幣化解決方案,可幫助零售商最大限度地提高媒體驅動的收入同時吸引和激勵購物者。

其他好處

  • Excel 格式的市場預測 (ME) 表
  • 三個月的分析師支持

內容

第1章介紹

  • 研究假設和市場定義
  • 調查範圍

第2章研究方法論

第 3 章執行摘要

第 4 章市場洞察

  • 市場概覽
  • 產業吸引力 - 波特五力分析
    • 新進入者的威脅
    • 買家的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭公司之間的敵對關係
  • 工業價值鏈分析
  • COVID-19 對市場的影響

第 5 章市場動態

  • 市場驅動因素
    • 對在線零售的需求不斷增長
    • 初始投資低,客戶參與度高
  • 市場製約因素
    • 安全漏洞增加
    • 農村地區缺乏互聯網連接

第 6 章市場細分

  • 按類型
    • 解決方案
    • 按用戶
  • 按分銷渠道
    • 聯屬網絡營銷
    • 全渠道營銷
    • 社交媒體營銷
    • 內容營銷
    • 在線公關
  • 按最終用戶行業
    • 零售
    • 通信行業
    • 廣播/媒體
    • 旅遊和物流
    • 教育
    • 汽車
    • 其他最終用戶
  • 區域信息
    • 北美
      • 美國
      • 加拿大
    • 歐洲
      • 英國
      • 德國
      • 法國
      • 其他歐洲地區
    • 亞太地區
      • 中國
      • 日本
      • 澳大利亞
      • 其他亞太地區
    • 拉丁美洲
      • 墨西哥
      • 巴西
      • 其他拉丁美洲地區
    • 中東和非洲
      • 阿拉伯聯合酋長國
      • 沙特阿拉伯
      • 其他中東和非洲地區

第7章競爭格局

  • 公司簡介
    • Google Inc.
    • Facebook Inc.
    • Microsoft Corporation
    • OpenMarket
    • Twitter Inc.
    • InMobi
    • AT&T
    • AdColony, Inc.
    • Pinterest
    • GroundTruth
    • Appency
    • Phonevalley
    • One by AOL(Millennial Media)
    • Mobio

第8章 投資分析

第9章 市場機會與將來動向

簡介目錄
Product Code: 62336

The Mobile Marketing Market is expected to register a CAGR of 25% over the forecast period. Mobile marketing is emerging as the most effective marketing technique via which enterprises can engage with its customer at any time of the day, regardless of the location.

Key Highlights

  • Mobile marketing is an online advertising technique that targets audiences that own a mobile phone, tablet, or another device that can access email and websites and utilize SMS, MMS, social media, and other mobile apps. Mobile marketplaces offer various advantages, including the ability to tailor the device based on the user, such as having personalized data, GPS capabilities, and reducing the number of target mistakes.
  • Rising demand for artificial intelligence and big data analytics, as well as the adoption of augmented reality (A.R.) and virtual reality (V.R.), would all contribute to the growth of the mobile marketing market throughout the anticipated period.
  • Additionally, geofencing for mobile apps is an easy way for marketers to take advantage of location-based marketing. Geofencing push notifications are triggered when a user enters a geofenced location. It helps organizations design effective campaign strategies and to drive sales and audience engagement.
  • During the forecasted period, market limitations for the mobile marketing market include a need for high-level security, worries about the safety of these software solutions, and a growing number of implementation challenges. The largest and most significant hurdles for the market's growth would be changing customer behavior and selecting suitable mobile marketing tactics and providers.
  • During the Pandemic, e-commerce and media & entertainment verticals are experiencing tremendous growth due to increased pay-per-click, click-through rate, and ad expenditure in gaming, multimedia, music, news, and online shopping. After the Pandemic, several nations are now allowing tourists to visit, increasing the usage of mobile applications and, as a result, the need for mobile advertisements.

Mobile Marketing Market Trends

Rising Demand in the Online Retail Sector Drives the Market Growth

  • Mobile has already impacted the retail industry significantly and is increasing daily. Consumers today rely heavily on the mobile applications available on their devices to compare product prices, check the product's availability, or request to pick up a purchase from a store. Today, numerous retail mobile phone apps are being developed to streamline consumers' shopping experiences through different marketing and promotional strategies.
  • Further, mobile allows multichannel brands to communicate with consumers and capture transaction information through receipt processing, enabling whole retail industries, such as consumer packaged goods and apparel, to create loyalty programs. Forward-thinking brands are re-imagining their loyalty programs from top to bottom to deeply integrate mobile into their programs.
  • Social media marketing for online retail stores is sometimes significantly less expensive than TV or radio commercials. Many mobile marketing methods may also be narrowly focused. Intelligent analytics and research help better to target the audience. This allows mobile marketing consumers to target marketing initiatives to individuals more likely to convert into consumers.
  • Mobile is a quick medium. Consumers may interact with individuals in real-time by reaching out to mobile users. That applies at home, work, out and about, or anywhere else. As a result, every aspect of mobile marketing is analogous to point-of-sale (POS) advertising. Mobile marketing consumers may continually reach out to individuals who are only a few taps away from completing an online purchase.
  • Moreover, the increasing adoption of smartphones across the globe is expected to drive the market forward. According to Ericsson, the number of smartphone subscribers globally currently exceeds six billion and is expected to increase by several hundred million in the following years. The nations with the most smartphone users are China, India, and the United States.

Asia Pacific is Expected to be the Fastest Growing Market

  • The Asia-Pacific region is expected to be a significant revenue generator region for mobile marketing vendors during the forecast period owing to the increasing adoption of smartphones due to an increase in disposable income and the growing population in this region.
  • The market growth in developing countries of the Asia-Pacific region can be accounted for the enhancements in network connectivity, increasing number of unique mobile subscribers, growing 4G and 5G network penetration, and increasing awareness among enterprises.
  • The major vendors in this region have adopted different types of organic and inorganic growth strategies, such as new product launches, partnerships and collaborations, and mergers and acquisitions, to expand their offerings in the mobile marketing market in the region.
  • Moreover, technological advancements, such as artificial intelligence (AI) and augmented reality (AR), have further stimulated the demand for mobile marketing in this region. Robust analytical capabilities of machine learning (ML) algorithms can leverage advertising, displaying it at the right time to the right people. Google has already been experimenting with various optimizations for mobile search ads. Retailers, therefore, use them to understand consumer behavior and send notifications accordingly, which is expected to increase market growth.
  • The majority of ad spending in China is already digital, and AI-based advertising thrives on the massive datasets available in China for number crunching and automation. The key driver for AI in advertising is the Chinese hypercompetitive e-commerce market.

Mobile Marketing Market Competitor Analysis

The mobile marketing market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. The major players in the market are Google Inc., Facebook Inc., Microsoft Corporation, OpenMarket, and Twitter Inc.Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • In December 2022, InMobi, a provider of content, monetization, and marketing technologies that help businesses fuel growth, announced a retail media advertising partnership with Lord & Taylor-America's oldest department store-to use InMobi Commerce, an innovative suite of product discovery and monetization solutions that help retailers maximize media-derived revenues while engaging and inspiring shoppers.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Force Analysis
    • 4.2.1 Threat of New Entrants
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Bargaining Power of Suppliers
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Value Chain Analysis
  • 4.4 Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Rising Demand in the Online Retail Sector
    • 5.1.2 Low Initial Investments with High Customer Involvement
  • 5.2 Market Restraints
    • 5.2.1 Increasing Security Vulnerability
    • 5.2.2 Lack of Internet Connectivity in Rural Areas

6 MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Solution
    • 6.1.2 User
  • 6.2 By Distribution Channel
    • 6.2.1 Affiliate Marketing
    • 6.2.2 Omni-channel Marketing
    • 6.2.3 Social Media Marketing
    • 6.2.4 Content Marketing
    • 6.2.5 Online Public Relations
  • 6.3 By End-user Industry
    • 6.3.1 Retail
    • 6.3.2 Telecommunication
    • 6.3.3 Broadcast and Media
    • 6.3.4 Travel & Logistics
    • 6.3.5 Education
    • 6.3.6 Automotive
    • 6.3.7 Other End-user Industries
  • 6.4 By Geography
    • 6.4.1 North America
      • 6.4.1.1 United States
      • 6.4.1.2 Canada
    • 6.4.2 Europe
      • 6.4.2.1 United Kingdom
      • 6.4.2.2 Germany
      • 6.4.2.3 France
      • 6.4.2.4 Rest of Europe
    • 6.4.3 Asia-Pacific
      • 6.4.3.1 China
      • 6.4.3.2 Japan
      • 6.4.3.3 Australia
      • 6.4.3.4 Rest of Asia-Pacific
    • 6.4.4 Latin America
      • 6.4.4.1 Mexico
      • 6.4.4.2 Brazil
      • 6.4.4.3 Rest of Latin America
    • 6.4.5 Middle East & Africa
      • 6.4.5.1 United Arab Emirates
      • 6.4.5.2 Saudi Arabia
      • 6.4.5.3 Rest of Middle-East & Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Google Inc.
    • 7.1.2 Facebook Inc.
    • 7.1.3 Microsoft Corporation
    • 7.1.4 OpenMarket
    • 7.1.5 Twitter Inc.
    • 7.1.6 InMobi
    • 7.1.7 AT&T
    • 7.1.8 AdColony, Inc.
    • 7.1.9 Pinterest
    • 7.1.10 GroundTruth
    • 7.1.11 Appency
    • 7.1.12 Phonevalley
    • 7.1.13 One by AOL (Millennial Media)
    • 7.1.14 Mobio

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS