In
the present industry landscape, it would be a blunder to overlook the
significance of mobile audience in marketing. When smart phones begun
to emerge in the market back in 2007 the advent offered little hints
to its future. The disruption it created in the market since is
exemplary and the industry now integral to any business. Marketing
and advertisement growing in this competitive market makes mobile advertisers the pivot through which business can impact. Various
business verticals like m commerce have emerged central to the trend
of mobile devices. Advertisement, accompanying this trend is rising
as a new giant in the industry.
M
Commerce is among the driving factors for mobile advertisement. A
Forrester research indicated that by next year, m commerce market
would grow to be worth USD 3.2 trillion. Hence, it is obvious that
bulk of purchase, sales and transaction would occur through mobile
transaction. A bit of accounting on the part leaves about half of the
amount to the core aspects of mobile devices off which mobile
marketing is an important portion. About 10% of m Commerce industry
could comprises of expenditures on marketing. This is however, devoid
of the expense that is required in new customer acquisition. Hence,
the market for mobile advertisers in the industry, most of which is
largely untapped still could amount to USD 100 billion.
Mobile
marketing can bring in new opportunities for marketers in m commerce
vertical. This market is primarily driven by the retail section,
which caters only to the m commerce market. At present most of the
marketers are not exclusively into the market leaving the space blank
for other players. The agencies in the advertisement domain are
working more towards combining conventional marketing tactics used in
desktop on to the mobile mode. Most of the businesses they promote
through mobile marketing are not exclusively into m commerce. Hence,
the emergence of m commerce still had lot to offer.
The
next players in the industry are the mobile discovery platform. The
nexus between discovery platform and m commerce retail sites can
create a highly profitable vertical for marketers. The discovery apps
are the platforms that accounts to 85% of total time spend by user on
mobile. These apps cater to the common human nature to discover and
search. Mobile marketers can target this platform directly to
showcase products based on search history of consumers. This would
lead to organic traffic an eventually drive the product to sale.
Hence it is a win-win situation for e retailers and advertisers all
in a common platform.
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