Juniper Research has recently released a new report – Mobile Marketing and Retail Strategies, Advertising, Coupons & Smart Posters 2009-2014. The report forecasts the mobile retail market to increase from $4.1 billion in 2009 to exceed $12 billion by 2014, an annual average growth rate of 24%.
Within the report market trends are highlighted that point towards a ‘perfect storm’ for mobile retail marketing:
- Rapid consumer adoption of smart-phones
- High-speed mobile networks – increasing availability and decreasing costs
- Personalisation of mobile devices by users
- Mobile’s inherent marketing potential – unparalleled metrics; targeted campaigns responsive to user behaviour, time and location factors.
The report also defines the market as consisting of three segments, Mobile Coupons, Mobile Smart Posters and Mobile Advertising, and then projects a shift in contribution to the total market of each of these segments as the mobile retail market matures.
Another trend highlighted in Juniper’s report details a gradual evolution from bulk SMS, through to banner advertising, and then into targeted advertising and smart-phone applications enabling direct retail.
Junipers’ The Mobile Shopping Basket whitepaper is an extract from the Mobile Marketing, Retail Strategies report, and is available to download. For more information on Juniper’s mobile retail marketing report click here…
