People often categorize "mobile marketing" within a large bucket of things that include mobile customer relationship management, mobile search, mobile entertainment and personalization, mobile couponing, and mobile advertising.
Mobile advertising will steadily morph to other devices, including tablet devices, network computers, e-readers, and cloud computers. Testing of ads for compatibility on devices other than phones is highly recommended before committing to purchase an ad.
No longer a niche value-added service (VAS), mobile marketing and advertising is now a mainstream service offering. As is the case with many VAS applications, there is an interdependency between the mobile operator and various third parties including media companies, advertisers, portals, content providers, brands, and various other intermediaries.
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Drivers for mobile marketing include a dramatic increase in smartphone usage, over-the-top applications, introduction of new methods such as abbreviated dial codes, and many other factors.
Mobile Barcodes are now appearing in various media including magazines, catalogs, website, outdoor signage and billboards, packaged goods, conference presentations, name tags, clothing, and more. With the increasing adoption of smartphones, and rapid advancements in their capabilities, Mobile Barcodes are becoming a powerful advertising vehicle. Unfortunately, far too few marketers recognize its true potential.
Location-Based Marketing (LBM) is a form of mobile marketing that delivers mobile display banner ads, paid search ads, and other forms of ads directly to user handsets often within proximity of point-of-sale (POS) location. LBM advertising is also increasing and will be almost 65% of total mobile advertising revenue by 2018.
1. Executive Summary
2.1. Mobile Marketing Defined