According to a new report, mobile marketing contributed $139 billion to the U.S. economy in 2012 alone, a huge increase from the $48 billion in 2010. That number is expected to hit $400 billion by 2015, at which point 85 percent of those dollars could be generated offline in traditional business locations.
These highlights were presented in a recent study commissioned by the Mobile Marketing Association (MMA). Lured by a fast-growing pool of devices, consumers are steadily adopting the latest generations of gadgets and, in turn, brands are investing in mobile-focused strategies to keep up. Based on the findings of a six-month investigation, MMA’s research demonstrates that the promising trend experts raved about is now paying off in key economical categories.
For example, mobile marketing is making a noticeable impact in job creation, where its growth is on pace to triple over a three-year period. Results of the study estimate that the industry could create as many as 1.4 million jobs in 2015, up from the 524,000 registered in 2012. The jobs it has created and sustained thus far are a mix of direct and indirect positions in the retail and advertising fields.
The mobile arena presents businesses with compelling marketing options. According to the MMA study, mobile advertising is the sweetest spot, predicted to reach nearly $5 billion this year and more than $9 billion by 2015. Mobile advertising beat out mobile direct response and mobile CRM to become the industry’s top revenue driver. Mobile marketing as a whole could grow from $10.5 billion in 2013 to nearly $20 billion in five years, an annual growth rate of about 52 percent.
Opportunities in Tablet-Based Ads
The mobile advertising landscape itself is broad and diverse, and as such it gives brands a plethora of opportunities for delivering their messages across the mobile channel. But whether it’s engaging target audiences via email, social media or location-based marketing campaigns, other research suggests that advertisers should further narrow their efforts for better results. A report released by InsightsExpress highlights the tablet’s value as a potential advertising channel, showing that it matches or outperforms smartphones in key campaign metrics such as the various levels of brand awareness, message association and purchase intent.
At one time, a brand adding a mobile component to its marketing strategy was considered optional. With tablets and smartphones quickly becoming as common as PCs, the consensus is that adopting a mobile mentality is a necessity. While organizations and consumers are motivated by individual goals, the economic value of their efforts is not lost on the proliferation of incoming market data.
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