Skip to main content

Mobile Retail Marketing to Reach $55 Billion by 2015

For the retailer, the mobile device increasingly represents a multifaceted opportunity. It offers the ability to extend remote purchases to a mobile environment, unlimited by the fixed constraints of the desktop PC.

In fact, most savvy retailers have already started to utilize mobile devices -- such as smartphones and media tablets -- as a touch-point on each stage of the retail life-cycle.

According to the latest market study by Juniper Research, annual spend by retailers on mobile marketing will reach $55 billion by 2015 -- almost double the $28 billion that's expected this year.

Their market study of the retailer landscape found that the development of a growing media tablet market had created new opportunities for brands seeking to enhance engagement with consumers.

With eCommerce migrating to mobile and nomadic devices, advertising spend on both tablets and smartphones is continuing to grow strongly as retailers (notably in North America and Western Europe) migrate their own spend to digital in general, and mobile in particular.


Similarly, they observed that mobiles were driving retail in-store traffic through coupons, with coupon redemption apps becoming an increasingly popular mechanism of distribution and coupon storage.

Furthermore, it highlighted the increasing trend towards the development of additional distribution channels -- such as augmented reality and near field communications -- as mobile becomes increasingly integrated into in-store retail strategies.

However, Juniper cautioned that while retailer engagement with mobile channels had increased dramatically, many had still not optimized their Web sites for mobile browsing, registration or payment.

"If retailers truly want to maximize the mobile monetization opportunity, then optimization is critical. If you are using mobile advertising for consumer acquisition, you need to push users to a site with which they can comfortably interact; retailers that fail to respond to consumer demand will fall behind, said Dr Windsor Holden, research director at Juniper Research.

Other key findings from the market study include:
  • Brands are increasingly seeking to integrate campaigns across mobile social networks such as Foursquare and Facebook.
  • Brands and retailers need to ensure that mobile ads are frequency capped to prevent overexposure.

Popular posts from this blog

2022 Tech Trends Outlook: What Happens Next?

This year may very well be another period of unprecedented challenges and opportunities. In 2022, several highly anticipated technology-related advancements will NOT happen, according to the predictions by ABI Research. Their analysts identify many trends that will shape the technology market and some others that, although attracting huge amounts of pundit speculation and commentary, are less likely to advance rapidly over the next twelve months. "The fallout from COVID-19 prevention measures, the process of transitioning from pandemic to endemic disease, and global political tensions weigh heavily on the coming year's fortunes," said Stuart Carlaw, chief research officer at ABI Research . What Won’t Happen in 2022? Despite all the headlines and investments, the metaverse will not arrive in 2022 or, for that matter, within the typical 5-year forecast window. The metaverse is still more of a buzzword and vision than a fully-fledged end goal with a clearly defined arrival d

Digital Transformation for the Oil and Gas Sector

The savvy CEOs of multinational organizations will accelerate their investment in digital transformation projects in 2022, and beyond, to improve their competitiveness. Every industry leader that is forward-looking will act swiftly to grasp the upside opportunity. Global oil & gas companies face a myriad of operational, commercial, and existential security threats. According to the latest worldwide market study by ABI Research, oil & gas firms apply digitalization to combat these threats and will spend $15.6 billion on digital technologies by 2030. Oil & Gas Digital Apps Market Development Investments in digitalization can help to analyze a supply pipeline’s condition, prepare for fluctuations in the changing prices for oil and gas, as well as aid action plans to create more sustainable operations and transfer to producing renewable energy sources. "Safety and Security are top priorities for oil & gas operators. Data analytics allied with IoT platforms have become

How Ride-Sharing Apps Changed Local Transport

Building on significant advances in disruptive mobile app technology, ride-sharing services have emerged to become a popular means of urban mobility. This is unsurprising given the advantages of ride-sharing options over traditional transport modes, such as buses and more expensive taxis. Innovative ride-sharing platforms enable app users to customize their journeys according to real-time phenomena, such as nearby traffic conditions, time of day, and rider demand. However, this is not to say that ride-sharing services are perfect. The popularity of ride-sharing has resulted in some additional traffic congestion in major cities already struggling to control this issue, while the widespread disruption caused by the pandemic affected most stakeholders within the local transportation value chain. Ride-Sharing App Market Development According to the latest worldwide market study by Juniper Research, ride-sharing spending by consumers globally will exceed $937 billion by 2026 -- that's c