'Mobile Marketing & Advertising: Challenges and Opportunities,' Forecasts that Spending in this Medium Will Grow to $19 Billion by 2012.DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c81860) has announced the addition of Mobile Marketing & Advertising: Challenges and Opportunities to their offering. Companies are increasingly embracing mobile phones as a viable channel to target consumers with brand messaging. Mind Commerce's latest 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 A niche market also known as a target market is a focused, targetable portion (subset) of a market sector. By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. 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 Disillusionment Adams, Nick loses innocence through WWI experience. [Am. Lit.: “The Killers”] Angry Young Men disillusioned postwar writers of Britain, such as Osborne and Amis. [Br. Lit. over their expected return Expected Return The average of a probability distribution of possible returns, calculated by using the following formula: from this platform to the realization that mobile can enhance consumer brand equity -The current mobile advertising and marketing universe is beset be·set tr.v. be·set, be·set·ting, be·sets 1. To attack from all sides. 2. To trouble persistently; harass. See Synonyms at attack. 3. by a whirlwind whirlwind, revolving mass of air resulting from local atmospheric instability, such as that caused by intense heating of the ground by the sun on a hot summer day. 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 Land based. Refers to standard telephone and data communications systems that use in-ground and telephone pole cables in contrast to wireless cellular and satellite services. system and slower migration of consumers to mobile. In addition, wireless networks and handset The part of the telephone that contains the speaker and the microphone. On a desktop phone, the part you hold in your hand is the handset. On a cellphone, the entire phone is the handset. See multihandset cordless and headset. 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 Translated into the spoken language of the country. See localization. search, will dominate. Target Audiences -Marketing and advertising executives -Mobile telecom carriers -Mobile technology suppliers -Yellow pages publishers -Media content providers Companies Covered -Mobile search and content providers: Google, Yahoo, MSN (1) (MicroSoft Network) A family of Internet-based services from Microsoft, which includes a search engine, e-mail (Hotmail), instant messaging (Windows Live Messaging) and a general-purpose portal with news, information and shopping (MSN Directory). , Enpocket, ICrossing, Go2, Whitepages.com -Mobile advertising networks: DoubleClick, Greystripe, AdMob, Third Screen Media, Millennial Media Millennial Media is a mobile advertising company that sells advertising solutions. Their products incldue mobile ad-servers to monetize mobile content. -Research firms: eMarketer, Jupiter, Kelsey, Gartner, ABI Abi (ā`bī) [short for Abijah], in the Bible, King Hezekiah's mother. (Application Binary Interface) A specification for a specific hardware platform combined with the operating system. , Strategy Analytics, Informa -Mobile telecom carriers: Nokia, Verizon, T-Mobile, AT&T, Nextel, U.S. Cellular U.S. Cellular (NYSE: USM) is a super-regional cellular telephone provider, serving 5.8 million customers in 189 markets in 26 U.S. states. The company was created in 1983 as a subsidiary of Telephone and Data Systems, Inc. Since April 2000, John E. 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 Shakeout A situation in which many investors exit their positions, often at a loss, because of uncertainty or recent bad news circulating around a particular security or industry. Notes: During the dotcom boom and bust, numerous shakeouts occurred. -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 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 guidelines, n.pl a set of standards, criteria, or specifications to be used or followed in the performance of certain tasks. . One-Third of Mobile Users Recall Advertising Today. Mobile Campaigns are Still Pricey Pricey Term used for an unrealistically low bid price or unrealistically high offer price. pricey Of, relating to, or being an unrealistically high offer. An offer to sell a security at $50 when the current market price is $47 is 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. For more information visit http://www.researchandmarkets.com/reports/c81860 |
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