The emergence of devices has impacted
every industry throughout the globe. Mobile devices transforming as a lifestyle
for the generation has disrupted the market. There has been exponential growth
of operational agility and hence business profits. Mobile technology brought in
various niches that are entirely dependent of devices and their uses. App
development, mobile health, m Commerce, m Banking and many other sectors are
emerging as separate industries. Rapid popularity of Mobile Marketing
Technology supports the fact that emergence of devices disrupted the marketing
domain as well.
Since HTC Dream, the first
Android Phone that struck the market back in 2007, smartphones have gone a long
way. Now smartphones are gradually replacing technologies one after other. They
are now used as video recording devices, cameras, recorders, calculators,
gaming devices and so on. Apart from this, mobile devices have replaced the use
of computers providing adequate functionality and features for business. For
instance, previously CRMs could only be accessed through computers. But now,
they are developed as mobile friendly tools increasing the operational agility
in the business.
Marketing through mobile is a
relatively new concept in the industry. However, the breakneck speed at which
it evolved throughout industries is iconic. The reason for this drastic change
is the many fold increase in number of mobile users. Mobile devices have become
integrated with industry and business in the same way it is integrated with everyday
lifestyle of masses. According to comscore.com, in US, over 186 million people
owned a smart phone last year. Another report by ondeviceresearch.com
highlighted that 29% of American use mobile only for the purpose of accessing
internet. Hence, the industry prospect of Mobile Marketing Technology is upbeat in present times.
One of the strongest impact of
Mobile marketing in Ad industry is the drastic move of advertisers from television
ads to mobile ad platforms. Spending on mobile advertisement is increasing
rapidly and in the meantime, ad spending in television advertisement is
decreasing. As reported by Magna Global, in 2015, it was expected that revenue from
mobile advertising was expected to rise by 52%, while growth expectation of TV
ad revenue was only 1.2%. However, it should be highlighted that revenue from mobile
advertising only in a growth phase with a total earning of USD 68 billion, on
contrast, television ads revenue stands at USD 208 billion.
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