The
McKinsey global report on Media Industry forecasted that mobile will
become the principal digital platform. The trend is backed up by
several facets within the industry as well as those from outside it.
The exponential growth of smart phone users and internet users via
these phones is the underlining reason for its increasing
significance in digital marketing. Since last couple of years, mobile
internet penetration has increased by 24%, reaching twice the growth
rate of the previous years. It is projected that internet users via
mobile will go on increasing unrestricted to 58.3% by the year 2019
from 32.7% recorded in 2014. This naturally had a strong impact on
Mobile Advertising. This
rise of mobile devices has impacted in the market of wired internet
connection as well, which is through a slow pace of growth. In 2014,
it comprised of 43.6% and is poised to growth to only 49.9% by 2019.
Advertisers
are now targeting the mobile platform allocating bulky shares to the
trade from their digital expenditures. In 2014, the increase in
mobile advertising expenditures was 16.4%. Since 2009, the
growth rate of expenditure in this particular industry vertical is
24.1 CAGR. On the other hand, in 2009, mobile comprised 24% of the
total digital market, which increased to 36% in 2014. As analyzed by
various industry researchers, digital spending on non mobile
platforms will increase by 6.9%. In contrast, spending on mobile
advertisements will increase by 13.5%. As projected by McKinsey
Industry reports, by next ten years marketing expenditure on mobile
will overtake that of non mobile expenditures.
Mobile
advertising has taken digital marketing to the next level. It
is now easier for brands and marketers to reach their consumers via
mobile devices. As Smartphone has become a lifestyle trait for the
general populaces, marketers can reach out to targeted audience
quickly in this platform. For certain players in the industry, apart
from brands, mobile devices have become a massive earning platform.
These are basically the marketing platforms like social media
websites. In 2014, Q4, popular social media website, Twitter
generated sales amounting to USD 432 million. Also, for Facebook.com,
in Q2 2015, mobile brought 76% of its total ad revenue.
Hence,
an industry ecosystem comprising of devices and unconventional
marketing platforms are growing up. This is inclined towards the
growth of mobile marketing. It brought better prospects for marketers
and brands in the industry. Apart from engaging consumers easily, it
is possible to achieve high returns from marketing campaigns through
mobile marketing. Furthermore, newer trend like In app
advertisements, ads within games and mobile websites are disrupting
the industry strongly.
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