Market Research Logo

Market Opportunity: Mobile Marketing and Advertising

People often categorize “mobile marketing” within a large bucket of things that include mobile customer relationship management, mobile search, mobile entertainment and personalization, mobile couponing, and mobile advertising. We define each here to create a reference regarding the relationship of each to “mobile marketing”.

Mobile advertising will steadily morph to other devices, including tablet devices, network computers, e-readers, and cloud computers. Testing of ads for compatibility on devices other than phones is highly recommended before committing to purchase an ad. Mind Commerce recommends including mobile as an integral part of a cross-media marketing strategy that builds upon current branding successes from television, online, print and radio.

Market Opportunity: Mobile Marketing and Advertising - target audience:

  • Traditional media outlets
  • Mobile network operators
  • Mobile platform developers
  • Mobile advertising networks
  • Marketing and advertising agencies
  • Smartphone and tablet manufacturers
  • Mobile search and content aggregators


General Methodology

Mind Commerce Publishing's research methodology encompasses input from a wide variety of sources.

We rely heavily upon our Subject Matter Experts (SME) in terms of their market knowledge, unique perspective, and vision. We utilize SME industry contacts as well as previous customers and participants in our market surveys and interactive interviews.

In addition, we rely upon our extensive internal database, which contains modeling, qualitative analysis, and quantitative data. We review secondary sources and compare to our primary sources to update previous findings (for prior version reports) and/or compile baseline information for technology and market modeling.

We share preliminary models with industry contacts (select previous clients, experts, and thought leaders) to verify the veracity of initial modeling. Prior to final report production (analysis, findings, and conclusions), we engage in an internal review with internal SMEs as well as cross-expertise, senior staff members to challenge results.

We believe that forecasts should be prepared as part of an integrated process which involves both quantitative as well as qualitative factors. We follow the following 3-step process for forecasting.

Forecasting Methodology

Step 1 - Forecasts Input: The inputs for the present and historical revenues are derived from industry players. Financial and other quantitative data for individual sub-market categories are derived from original research and tested with interviews with major industry constituents.

Step 2 - Forecasting of Future Years: Mind Commerce extends forecasts based on a variety of factors including demand drivers as well as supply side data. Key success factors and assumptions are considered.

Step 3 - Validation of Data: The final step is to validate projections, which is accomplished in consultation with both internal and external industry experts, including both topic and regional experts. Adjustments are made to the forecasts based on factors identified throughout this process.


Executive Summary
Introduction
Pull vs. Push Marketing
Permission-based Marketing
Categories
Banner and Link Advertising
Mobile Couponing
Mobile Search
Direct Response Mobile Marketing
Mobile Advertising/Marketing Landscape and Forecasts
Mobile Messaging Vendors Grow Up
Mobile Messaging, Mobile Search Critical Advertising Tool
Localized Mobile Ads Drive Key Sales in Specific Verticals
Mobile Video and Apps Is Fastest Growing Content Sector
Advertising Spending Growth Forecasts 2012 to 2020
European Mobile Marketing Will Grow Gradually
Europe Mobile Marketing Efforts Mature Slowly
Asia Remains Mobile Global Leader; U.S. Lags
Growth of Mobile Marketing Spending Faces Challenges
Mobile Marketing Vendors Make Their Mark
Suppliers Provide Diverse Set of Offerings
Advertising Networks Vie for Leading Brand Clientele
Global Market Spending to Reach $54B by 2020
Recommendations for the Mobile Marketer during an Economic Downturn
Immediate Measurement of Success Attracts Advertisers

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report