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BizReport : Mobile Marketing : May 10, 2010

Juniper forecasts retail mobile marketing to exceed $8 billion

Recent research by Juniper Research has found the mobile marketing and retail sector including mobile advertising, smart posters and coupons, will exceed $8 billion globally by 2012.

by Helen Leggatt

The "Mobile Marketing and Retail Strategies" report found that retailers are already starting to woo consumers via the mobile channel using mobile ads and coupons, and the market for these two activities alone is expected to grow by half over the next couple of years.

While this adoption rate is encouraging, the report also warns retailers of the consequences of using non-targeted mobile advertising which, they say, is regarded as little more than spam by many users.

Instead location-based mobile marketing should be employed, enabling the right messages to be sent, not only to the right person at the right time, but in the right location, too.

While still nascent, location-based mobile marketing has huge potential if mobile consumers are handled with respect. So much so that Juniper Research expects to cease breaking out location-based mobile marketing as a special interest category in the near future.

Tags: Advertising, Business, Coupon, Juniper Research, Marketing, Mobile marketing, Retailing, Spam

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