The mobile marketing industry will grow to more than $24 billion worldwide by the year 2013, a new report has predicted.

A study by ABI Research has claimed new platforms for advertising-supported mobile content are in development and likely to expand the industry considerably beyond the $1.8 billion spent in 2007.

Michael Wolf, director of the research firm, claimed that mobile marketing has become an “integral part” of cross-media campaigns over the last year.

He commented: “Mobile is … seen as a very personal way to reach consumers who can be incentivised through information services and compelling content, as well as through more directly relevant and targeted messaging.”

A survey conducted by ABI Research revealed consumers were more receptive to the concept of mobile marketing if there was a perceived benefit to themselves, such as a free ringtone.

However, recently commentator Jay Ehret suggested through the Marketing Spot blog that mobile marketing will become a major trend in 2009 and advertisers should refrain from “jumping in with both feet” prior to that.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.