The mobile marketing industry is set to enjoy considerable growth in Europe over the next few years with the UK leading the way, according to a new report from FirstPartner.
The report states that mobile advertising in Western Europe will see annual growth of about 50% between now and 2013 to be worth well over £810 million across the entire region.
Figures show that more than £170 million of this sum will be concentrated in Britain by 2013, thereby making it the strongest market in the Western European mobile advertising sector.
A new report from companiesandmarkets.com has said that when compared to other forms of advertising (print, internet, TV, radio, dm), mobile is likely growing at a much faster rate because it is considered more cost effective, personalised, and results-driven.
The Mobile Marketing & Advertising 2009: Challenges and Opportunities report examines the current mobile marketing and advertising market, evaluating methods companies are using to effectively leverage it as a platform to enhance brand awareness and increase sales effectiveness.
It reveals that global spending on mobile advertising and marketing initiatives will reach nearly $29 billion (£17bn) in 2009, a 59% increase from 2008.
Furthermore, the greatest opportunity for marketing campaign development is likely the mobile video and downloadable applications sector.
Premium content for mobile devices, including streaming video and downloadable applications, is growing at the fastest rate of all mobile marketing types.
Not to be ignored, however, is the rising trend of consumers to use their mobile devices for accessing social networks, such as Facebook and MySpace.
The report predicts a decisive year for mobile marketing spending as marketer’s worldwide move from disillusionment over their expected return from this platform to the realisation that they can enhance consumer brand equity via the targeted precision and customised experience that mobile affords over other media placements.
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