This report examines the role of consumer data in mobile marketing and advertising and highlights the best practices of mobile marketing. It updates the five-year forecasts for U.S. mobile advertising and mobile commerce revenues.
Purpose of Report
Advertising spending continues its shift from physical media to the digital Internet. Within the Internet advertising market, mobile is the fastest growing segment. Brands and marketers now have more and better tools and media platforms than previously available to target mobile consumers and influence their shopping behaviors. They also understand that mobile is neither a homogenous nor isolated platform. As consumer’s attention divides across a variety of media types, mobile is a critical link that marketers can use to figure out a shopper’s “path-to-purchase.” Brands and marketers search for the most appropriate media, the most efficient ad unit, and the most effective trigger to influence consumers’ purchase decisions. This occurs across multiple platforms, not just mobile, with the goals being to maximize reach and increase engagement effectiveness. This so-called omnichannel marketing can be enhanced by better consumer insights and more intelligent knowledge about consumer intent through analyzing an avalanche of shopper data coming from a variety of consumer devices and apps, as well as industry applications installed inside retail stores.
This report highlights trends:
- In collecting contextual data about shoppers through various consumer technologies and industry applications,
- In translating that data into information retailers and brands can apply for more effective marketing communications and ad delivery.
Scope of Report:
This report analyzes the mobile platform’s role in brand and retailer omnichannel marketing strategies; it zooms in on the role of contextually-relevant data in ad targeting and delivery. In particular, the report examines the emergence of social media, location-based marketing, and mobile wallet applications. It highlights the types of consumer insights that can help brands and retailers to enhance their advertising and promotional offers. The report concludes with a forward-looking analysis of marketing trends and a five-year forecast of mobile advertising spending in the U.S.
Geographically, this report focuses on the U.S. market.
1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach/Sources
2.0 Context-Based Marketing: An Overview
2.1 The Growth of M-Commerce and Retailers’ Challenge
2.2 Cross-Platform Shopper & Omnichannel Marketing
3.0 Emerging Opportunities in Context-based Marketing
3.1 The Rise of Social Media Marketing
3.1.1 Social Media Overview
3.1.2 Social Media Data
3.1.3 Social Media Marketing
3.2 Location-Based Marketing
3.2.1 Solutions Overview
3.2.2 Geolocating and Geofencing
3.2.3 Beacon Technology and Beacon-based Marketing
3.2.4 Near Field Communications
3.3 Mobile Wallet for Marketing
4.0 The Future of Shopper Marketing
5.0 Market Forecast
5.1 Forecast Methodology
5.2 Mobile Ad Spending Forecasts
6.0 Implications and Recommendations
7.2 Company Index
- Skyhook Wireless
- We Heart It