Mobile Marketing Strategies

Mobile marketing is gaining momentum. More marketers have shifted money into mobile campaigns of late, and consumers engage more with brands as they browse from their phones, use mobile applications and conduct mobile searches. Moreover, advertising agency executives, technology providers and mobile ad networks report spending increases of 25% to 30% year over year for mobile campaigns.

This study examines the dynamics of this emerging market, including the ecosystem for mobile advertising, consumer reactions to various mobile marketing tactics, and case studies of successful mobile campaigns. The report explores how marketers have leveraged text messaging, search, Web, in-application and video. This study also compares the leading mobile ad networks, and lays out a practical strategy for marketers to use when they move into the mobile realm.

Table of Contents

  • Executive Brief: Top-Line Forecast
  • Executive Brief: Drivers
  • Executive Brief: Inhibitors
  • Executive Brief: Summary and Strategic Recommendations
  • 1. Executive Summary
    • 1.1. Mobile Marketing Is on the Rise
    • 1.2. Market Drivers
    • 1.3. Inhibitors
    • 1.4. Consumers Take to the Mobile Internet
    • 1.5. Directives
  • 2. Mobile Marketing
    • 2.1. Mobile Marketing Builds Momentum
      • 2.1.1. Drivers
      • 2.1.2. Inhibitors
    • 2.2. Mobile Advertising Overall Revenue
      • 2.2.1. Consumers' Changing Behavior
      • 2.2.2. Brands and Agencies
      • 2.2.3. Ad Networks
    • 2.3. Mobile Marketing Technology and Platform Choices
      • 2.3.1. Messaging Providers
      • 2.3.2. Mobile Search
      • 2.3.3. Display
      • 2.3.4. Apps - The Frenzy Continues
  • 3. The Mobile Consumer: How Accepting of Marketing Messages?
    • 3.1. Consumers Starting to Open up to Mobile Marketing
    • 3.2. Messaging
      • 3.2.1. Text Alerts
      • 3.2.2. Terms of Engagement
      • 3.2.3. Mobile Coupons
    • 3.3. Banner Ads
    • 3.4. Search
    • 3.5. Browsing and Content
    • 3.6. Applications
    • 3.7. Commercials and Mobile Video
    • 3.8. Location-Based Advertising
    • 3.9. Mobile Social Networks
    • 3.10. mCommerce
  • 4. The Pioneers: What Works for Current Practitioners
    • 4.1. Mobile Requires New Thinking
    • 4.2. Establishing a Mobile Presence
    • 4.3. Verticals
      • 4.3.1. Entertainment
      • 4.3.2. Automotive
      • 4.3.3. Restaurant Chains
      • 4.3.4. Nonprofits
      • 4.3.5. Travel and Hospitality
      • 4.3.6. Financial
      • 4.3.7. Consumer Packaged Goods
    • 4.4. Case Studies
      • 4.4.1. Messaging
      • 4.4.2. SMS and MMS Ad-Receiving Consumers
      • 4.4.3. SMS and MMS Advertising Revenue
      • 4.4.4. Search
      • 4.4.5. Consumers Using Mobile Search
      • 4.4.6. Mobile Search Revenue
      • 4.4.7. Mobile Web Text and Banner Ads
      • 4.4.8. Mobile Web Text and Banner Ad-Receiving Subscribers
      • 4.4.9. Mobile Web Text and Banner Ad Revenue
      • 4.4.10. In-App Advertising
      • 4.4.11. Ads Delivered to Mobile Apps
      • 4.4.12. Mobile Application Advertising Revenue
      • 4.4.13. Video
      • 4.4.14. Mobile Video Subscribers
      • 4.4.15. Total Mobile Video Ad Revenue
    • 4.5. Metrics, Pricing
    • 4.6. Emerging Tactics
  • 5. Comparing the Leading Mobile Ad Networks
  • 6. Directives
    • 6.1. Getting Started
  • 7. Company Directory
  • 8. Acronyms

Tables

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  1. Total Spending on Mobile Marketing and Advertising, US Forecast: 2010 to 2015
  2. Total SMS and MMS Ad-Receiving Consumers, US Forecast: 2010 to 2015
  3. Total Mobile Video Ad Revenue, US Forecast: 2010 to 2015
  4. Total SMS and MMS Advertising Revenue, US Forecast: 2010 to 2015
  5. Total Consumers Using Mobile Search, US Forecast: 2010 to 2015
  6. Total Mobile Search Revenue, US Forecast: 2010 to 2015
  7. Total Mobile Web Text and Banner Ad-Receiving Subscribers, US Forecast: 2010 to 2015
  8. Total Mobile Web Text and Banner Ad Revenue, US Forecast: 2010 to 2015
  9. Total Ads Delivered to Mobile Apps, US Forecast: 2010 to 2015
  10. Total Mobile Application Advertising Revenue, US Forecast: 2010 to 2015
  11. Total Mobile Video Subscribers, US Forecast: 2010 to 2015

Charts

  1. Total Spending Mobile Marketing and Advertising, US Market, Forecast: 2010 to 2015
  2. Access Internet Sites on Mobile Phone at Least Once a Day United States, February 2010
  3. Total Spending Mobile Marketing and Advertising US Forecast: 2010 to 2015
  4. Consumer Sentiment about Mobile Coupons or Discounts United States, December 2008, February 2010
  5. Consumer Interaction with Marketing-Related Text Messages United States, December 2008, February 2010
  6. Consumer Interest in Different Types of Text Alerts United States, February 2010
  7. Terms for Providing Mobile Number to Receive Promotional Offers via MMS United States, February 2010
  8. Accessing Coupons, Discounts on Mobile Phone in the Past 6 Months United States, February 2010
  9. Clicking on Banner Ads from Mobile Phone in the Past 6 Months United States, February 2010
  10. Search Activity and Advertising Interaction from Mobile Phone United States, February 2010
  11. Frequency of Mobile Internet Access United States, December 2008, February 2010
  12. Types of Mobile Web Content or Information Accessed United States, February 2010
  13. Types of Mobile Applications Installed by Smartphone Users United States, February 2010
  14. Viewing Commercials while Watching TV-Videos on Mobile Phone United States, January 2008, February 2010
  15. Interest in Promotional Offers Based on Location United States, December 2008, February 2010
  16. Accessing Social Network Sites from Mobile Phone United States, December 2008, February 2010
  17. Issues Related to Making Purchases with a Mobile Phone United States, February 2010
  18. Total SMS and MMS Ad-Receiving Consumers US Forecast: 2010 to 2015
  19. Total SMS and MMS Advertising Revenue US Forecast: 2010 to 2015
  20. Total Consumers Using Mobile Search US Forecast: 2010 to 2015
  21. Total Mobile Search Revenue US Forecast: 2010 to 2015
  22. Total Mobile Web Text and Banner Ad-Receiving Subscribers US Forecast: 2010 to 2015
  23. Total Mobile Web Text and Banner Ad Revenue US Forecast: 2010 to 2015
  24. Total Ads Delivered to Mobile Apps US Forecast: 2010 to 2015
  25. Total Mobile Application Advertising Revenue
  26. Total Mobile Video Subscribers US Forecast: 2010 to 2015
  27. Total Mobile Video Ad Revenue US Forecast: 2010 to 2015

Figures

  1. Mobile Advertising Value Chain (Simple)
  2. Mobile Advertising Value Chain (Complex)
  3. Mobile Ad Network Logos
  4. An Overview of MX Telecom's Gateway for Delivery of SMS, MMS, and Other Mobile Content
  5. Participant Media's Use of a Short Code during Oscar Night
  6. Screenshot of Mobile Targeting Choices Using Google's AdWords Platform
  7. Screenshots of Pizza Hut's Pizza-Ordering App for the iPhone
  8. Olympic Games Mobile Audiences
  9. Image of Call to Action from Belle Tire Text Message Campaign Powered by Hipcricket
  10. Digital Agency Razorfish Optimized Mobile Search Campaign for Fortune 100 Retail Client and Got Improved Results
  11. Continental Airlines' Mobile Banner Ads Aimed at Smartphone Users within Various Demographic Segments
  12. Wine Producer Concha y Toro Used In-App Ads as Part of a Custom Mobile Campaign to Promote its Xplorador Line of Chilean Red Wines
  13. FedEx Used Video Ads Powered by Transpera to Drive Awareness and Purchase Intent among Small Business Decision Makers
  14. Image of Augmented Reality on a Mobile Device (left), and a 2D Barcode (right)