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.
