Mobile Marketing Market - Industry Analysis, Growth and New Market Opportunities Explored

Mobile marketing is an online multi-channel technique focused at reaching specific customers on their tablets, smartphones or other devices through websites, sms, mms, email, mobile applications and social media. It provides customers with personalized information that are location and time sensitive to promote ideas, services and goods. Some of the mobile marketing is similar to advertising delivered over other electronic channels like graphic, text and voice messages. Currently the most common channel for delivery is the sms messaging. Second most common delivery channel used in marketing is the search engine followed by display based campaigns. New channels of mobile marketing comprises location based services, augmented reality, GPS messaging and 2D barcodes.

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The global mobile marketing market is primarily driven by the increasing number of mobile phone users across the world. Due to advancement in technology, mobile phones are also adopting newer technologies that are likely to help consumers in various possible ways in the busy schedule. Increasing demand of connected devices has become an integral part for a growing number of consumers due to which the smartphones numbers are witnessing speedy growth. The use of smart phones is directly influencing the consumers behaviors be it shopping, communication or entertainment. Another important factor responsible for the growth of the mobile marketing market is due to the increasing usage of mobile applications and mobile web.

The millennial in major are responsible for the high usage of mobile apps, and web. They use various types of entertainment fitness app and uses web for surfing. Additionally, decreasing prices of the high speed internet is also bolstering the demand of the mobile marketing during the anticipated period. The prices of high speed internet is dropping due to the increasing competition in the global internet broadband market which is leading the telecom companies to sell at a high discount rates. Due to the low price internet, consumers are willing to use more and more of internet to get their work done.

However, the mobile marketing market is facing certain challenges during the forecast period. Diverse platform is one such factor hindering the market growth during the forecast period. Mobile devices does not have any specific standard compared to laptops an PCs. Moreover, mobile phones come in numerous sizes and shapes due to which screen size is never persistent. Apart from this mobile platforms use different browsers and operating systems. Therefore, creating one campaign for all of them is very difficult.

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Implementation of mobile data analytics is likely to be one of the most important opportunities in the mobile marketing market across the world. Data analytics technology is still in nascent stage but during the forecast period it is likely to grow tremendously which is expected to create numerous scope for opportunities.

Based on solutions, the mobile marketing market has been bifurcated into SMS (Short Messaging Services), Push Notifications, MMS (Multimedia Messaging Services), Emails, QR codes, Location based Marketing, Mobile Web and others. On the basis of user type, the market is bifurcated into large enterprises and small/medium enterprises. Moreover, on the basis of industries, the mobile marketing market has been bifurcated into banking and financial, retail and e-commerce, logistics, automotive, media and entertainment, IT and telecom, healthcare and others. The regional split of the market encompasses North America, Asia Pacific, Europe, Middle East and Africa and Latin America. Asia Pacific is likely to hold the majority of the market revenue during the forecast period due to the presence of larger number of mobile subscribers compared to other regions.

Some of the major companies in the mobile marketing market includes IBM (New Yok), SAP SE (Germany), AT&T (Texas), Adobe Systems (California), Salesforce (California), Oracle (California), Mobivity Holdings (California), SAS (North Carolina), Salmat (Australia), and Vibes Media LLC (Chicago) among others.

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