Skip to main content

Upside for Mobile Marketing and Advertising

Like most segments of the mobile phone services industry, the Asia-Pacific region leads the world in mobile marketing and advertising. Accelerating growth will see nearly $7.7 billion -- and more than $16 billion globally -- spent there in 2011.

"Spending on mobile marketing and advertising in 2009 worldwide is at least flat compared to 2008 if not slightly growing," says ABI Research senior analyst Jeff Orr.

That's very encouraging compared to the numbers for advertising in most other media. It's less money per campaign, spent more intelligently, with greater benefit per dollar.

Why has mobile marketing and advertising been more widely adopted in some Asian countries than elsewhere? Particularly in the most broadband-enabled countries -- Japan and South Korea -- SMS text messaging, the downloading of ad-supported games and applications, and the mobile web were adopted widely and quickly by consumers.

People understood how to use these services and rapidly built them into their lifestyles. Add a cultural predisposition to becoming a fan of the latest popular trends, and you have a consumer receptive to mobile marketing.

Orr notes that successful mobile marketing demands a new way of thinking about ad campaigns. "Mobile advertising is intrinsically more targeted than ads in conventional media or even online."

It also offers much greater potential for interactivity: it's really a conversation with your customer, one that can allow the consumer to take direct purchasing action. And it offers extremely accurate measurement of campaign results.

Despite its intrinsically lower campaign cost, however, even mobile advertising is not immune from the recession. If an advertiser had mobile in their experimental budget, then it has been cut. But if mobile was already an established part of the marketing mix, spending has been maintained or even increased for 2009.

Popular posts from this blog

Why Healthcare and Smart City Apps Drive 5G IoT

Fifth-generation (5G) wireless technology for cellular networks is a successor to fourth-generation (4G) wireless technology. By 2023, Juniper Research anticipates that there will be over 1 billion 5G connections globally. The technology will provide the data infrastructure for the advancement of wireless communications and for new developments in the Internet of Things (IoT) -- including smart cities and healthcare. 5G IoT Market Development According to the latest worldwide market study by Juniper Research, 5G IoT connections will reach 116 million globally by 2026 -- that's increasing from just 17 million connections in 2023. Juniper analysts predict that the healthcare sector applications and government or other smart city services will drive this outstanding 1,100 percent growth over the next three years. Juniper examined 5G adoption across key industry sectors -- such as the automotive, mobile broadband, and smart homes -- and forecasts healthcare and smart cities will accoun

How Savvy Leaders Re-Imagine Work in 2023

As we look to the year ahead, there will be significant challenges and opportunities facing the Chief Human Resource Officer (CHRO) role. In order to be successful, savvy HR leaders must be prepared to take proactive steps that adapt and evolve. "HR leaders have faced an increasingly unpredictable environment amid many organizations mandating a return to office, permanently higher turnover and burnt out employees," said Emily Rose McRae, senior director at Gartner . HR Innovation Market Development One of Gartner's key predictions for 2023 is that the use of artificial intelligence (AI) and automation will continue to increase within the enlightened digital workplace. This transition will require HR leaders to develop new skills and competencies in order to effectively manage and lead teams that are increasingly relying on these enabling technologies. Additionally, HR leaders will need to ensure that their organizations are investing in the necessary infrastructure and re

Top 10 CFO Priorities Require Rethinking Finance

The Chief Financial Officer (CFO) role is essential to digital business growth. While CFOs do not get closely involved in the tactical details of the digital transformation of their functions, they still recognize its strategic importance. According to the latest survey by Gartner, CFOs are faced with the challenge of balancing the need for substantive digital business innovation with financial cost control and risk management. "CFOs will be stretched thinly across many activities in 2023. The survey revealed a wide range of actions CFOs plan to either lead or be significantly involved with," said Marko Horvat, vice president at Gartner. Survey Findings: The Top Ten Priorities Cost Optimization - Cost reduction remains the top priority for CFOs as they look for ways to cut costs and improve efficiency in their operations. This includes identifying cost-saving opportunities through automation, outsourcing, and business process improvement. Business Continuity - The global C