Mobile Marketing, Advertising to See an ‘Arms Race’ in 2012

A new report from Juniper Research underscores the growing value of mobile retail marketing, which is poised to reach $15 billion globally by 2012. The growth, according to Juniper, will be fueled by digital adspend moving to mobile and mobile coupons simultaneously gaining greater consumer acceptance and confidence. The report found that the smartphone, and …   Read More

1652 0
1652 0

A new report from Juniper Research underscores the growing value of mobile retail marketing, which is poised to reach $15 billion globally by 2012.

The growth, according to Juniper, will be fueled by digital adspend moving to mobile and mobile coupons simultaneously gaining greater consumer acceptance and confidence.

The report found that the smartphone, and more recently the tablet, has increased the capabilities of both the modern shopper and the mobile retail marketer.

“The marketer now has new marketing channels to attract the mobile shopper,” Juniper proposes, “but equally the shopper has more access to competitive product and pricing information before making a purchase.”

In addition, traditional boundaries between physical (‘bricks and mortar’) retailing and online retailing are blurring as mobile bridges the gap; fundamentally disrupting the ecosystem with a new breed of ‘clicks and mortar’ retailing initiatives emerging.

The report wisely cautions mobile marketers to think carefully about their strategies and only use the most appropriate mobile marketing channels to connect with the mobile shopper. Juniper says there is danger in assuming that the mobile app is the answer to every requirement.

“Mobile retailing is undergoing rapid change. We are starting to see an ‘arms race’, as the power of the mobile channel equips both the shopper and the retailer with capabilities they never had before,” says report co-author David Snow. “Each side has to keep up with the other and gain an advantage in order to clinch the purchase transaction in their favor.”

In this article