移动营销市场 - COVID-19 的增长、趋势、影响和预测 (2023-2028)

在预测期内，移动营销市场预计将以 25% 的复合年增长率增长。

移动营销已成为企业随时随地与客户互动的最有效营销方式。

主要亮点

• 移动营销是一种在线广告技术，目标受众是拥有手机、平板电脑或其他可以访问电子邮件、网站、短信、彩信、社交媒体和其他移动应用的设备。 移动市场有许多优势，例如拥有个性化数据、具有 GPS 功能、减少定位错误以及能够根据用户定制设备。
• 对人工智能和大数据分析的需求不断增长，以及增强现实 (AR) 和虚拟现实 (V.R.) 的采用都将在预测期内促进移动营销市场的增长。
• 移动应用地理围栏也是营销人员利用基于位置的营销的一种简单方法。 当用户进入地理围栏位置时触发地理围栏推送通知。 它可以帮助组织设计有效的活动策略来推动销售和受众参与。
• 在预测期内，移动营销市场的市场局限性包括对高级安全性的需求不断增加、对这些软件解决方案的安全性的担忧以及实施方面的挑战。 市场增长的最大和最重要的障碍将是改变客户行为和选择正确的移动营销策略和供应商。
• 在大流行期间，由于每次点击付费、点击率以及游戏、多媒体、音乐、新闻和在线购物的广告支出增加，电子商务以及媒体和娱乐垂直行业将经历巨大的增长。奖。 大流行之后，一些国家开始允许游客访问，增加了移动应用程序的使用，因此增加了对移动广告的需求。

移动营销市场趋势

在线零售行业不断增长的需求推动了市场增长

• 移动设备已经对零售业产生了重大影响，并且还在与日俱增。 今天的消费者严重依赖其设备上可用的移动应用程序来比较产品价格、检查产品可用性以及请求店内购买的提货。 如今，已经开发出大量零售手机应用程序，通过各种营销和促销策略简化消费者的购物体验。
• 此外，由于多渠道品牌可以与消费者沟通并通过收据处理获取交易信息，因此移动技术还使整个零售行业（包括消费品和服装）能够创建忠诚度计划。 具有前瞻性思维的品牌正在自上而下地重组他们的忠诚度计划，以便将移动设备深深地嵌入到他们的计划中。
• 在线商店的社交媒体营销比电视或广播广告便宜得多。 此外，许多移动营销技术可以非常有针对性。 智能分析和研究可以帮助您定位目标受众。 这允许移动营销消费者将他们的营销工作瞄准可能转化为消费者的个人。
• 移动设备是一种快速的媒介。 消费者可以通过联繫移动用户与个人进行实时互动。 它适用于任何地方：在家里、在工作中、在旅途中。 因此，移动营销的每个方面都类似于销售点广告。 移动营销消费者能够持续接触那些只需点击几下即可完成在线购买的人。
• 此外，智能手机在全球范围内日益普及也被认为是推动市场向前发展的一个因素。 据爱立信称，目前全球有超过 60 亿智能手机用户，预计未来几年还会增加数亿。 智能手机用户最多的国家是中国、印度和美国。

快速发展的亚太地区

• 在预测期内，由于可支配收入增加和人口增长导致智能手机普及率不断提高，预计亚太地区将成为移动营销供应商的重要创收区域。
• 亚太地区新兴国家/地区的市场增长归功于网络连接的改善、独立移动用户数量的增加、4G 和 5G 网络普及率的提高以及企业意识的提高。据认为。
• 该地区的主要供应商正在寻求各种类型的有机和无机增长，包括新产品发布、合作伙伴关係和协作以及併购，以扩大其在该地区移动营销市场的产品供应。采用战略。
• 此外，人工智能 (AI) 和增强现实 (AR) 等技术进步进一步刺激了该地区对移动营销的需求。 机器学习 (ML) 算法的强大分析能力可以利用您的广告并在正确的时间向正确的人展示它们。 谷歌已经在尝试对移动搜索广告进行各种优化。 因此，零售商正在使用它来了解消费者行为并相应地发送通知，这有望促进市场增长。
• 中国的大部分广告支出已经数字化，基于中国庞大数据集的数值计算和自动化使 AI 驱动的广告蓬勃发展。 人工智能在广告领域的主要推动力是中国竞争异常激烈的电子商务市场。

移动营销市场竞争者分析

由于全球参与者和中小型企业的存在，移动营销市场高度分散。 市场上的主要参与者是谷歌公司、Facebook Inc.、微软公司、OpenMarket 和 Twitter Inc.。参与者采用合作和收购等战略来加强他们的产品供应并获得持续的竞争优势。

• 2022 年 12 月，推动企业发展的内容、货币化和营销技术提供商 InMobi 宣布与 Lord & 建立零售媒体广告合作伙伴关係，这是一套创新的产品发现和货币化解决方案，可帮助零售商最大限度地提高媒体驱动的收入同时吸引和激励购物者。

其他好处

• Excel 格式的市场预测 (ME) 表
• 三个月的分析师支持

内容

第1章介绍

• 研究假设和市场定义
• 调查范围

第2章研究方法论

第 3 章执行摘要

第 4 章市场洞察

• 市场概览
• 产业吸引力 - 波特五力分析
  • 新进入者的威胁
  • 买家的议价能力
  • 供应商的议价能力
  • 替代品的威胁
  • 竞争公司之间的敌对关係
• 工业价值链分析
• COVID-19 对市场的影响

第 5 章市场动态

• 市场驱动因素
  • 对在线零售的需求不断增长
  • 初始投资低，客户参与度高
• 市场製约因素
  • 安全漏洞增加
  • 农村地区缺乏互联网连接

第 6 章市场细分

• 按类型
  • 解决方案
  • 按用户
• 按分销渠道
  • 联属网络营销
  • 全渠道营销
  • 社交媒体营销
  • 内容营销
  • 在线公关
• 按最终用户行业
  • 零售
  • 通信行业
  • 广播/媒体
  • 旅游和物流
  • 教育
  • 汽车
  • 其他最终用户
• 区域信息
  • 北美
    • 美国
    • 加拿大
  • 欧洲
    • 英国
    • 德国
    • 法国
    • 其他欧洲地区
  • 亚太地区
    • 中国
    • 日本
    • 澳大利亚
    • 其他亚太地区
  • 拉丁美洲
    • 墨西哥
    • 巴西
    • 其他拉丁美洲地区
  • 中东和非洲
    • 阿拉伯联合酋长国
    • 沙特阿拉伯
    • 其他中东和非洲地区

第7章竞争格局

• 公司简介
  • Google Inc.
  • Facebook Inc.
  • Microsoft Corporation
  • OpenMarket
  • Twitter Inc.
  • InMobi
  • AT&T
  • AdColony, Inc.
  • Pinterest
  • GroundTruth
  • Appency
  • Phonevalley
  • One by AOL（Millennial Media）
  • Mobio

第8章 投资分析

第9章 市场机会与将来动向

The Mobile Marketing Market is expected to register a CAGR of 25% over the forecast period. Mobile marketing is emerging as the most effective marketing technique via which enterprises can engage with its customer at any time of the day, regardless of the location.

Key Highlights

• Mobile marketing is an online advertising technique that targets audiences that own a mobile phone, tablet, or another device that can access email and websites and utilize SMS, MMS, social media, and other mobile apps. Mobile marketplaces offer various advantages, including the ability to tailor the device based on the user, such as having personalized data, GPS capabilities, and reducing the number of target mistakes.
• Rising demand for artificial intelligence and big data analytics, as well as the adoption of augmented reality (A.R.) and virtual reality (V.R.), would all contribute to the growth of the mobile marketing market throughout the anticipated period.
• Additionally, geofencing for mobile apps is an easy way for marketers to take advantage of location-based marketing. Geofencing push notifications are triggered when a user enters a geofenced location. It helps organizations design effective campaign strategies and to drive sales and audience engagement.
• During the forecasted period, market limitations for the mobile marketing market include a need for high-level security, worries about the safety of these software solutions, and a growing number of implementation challenges. The largest and most significant hurdles for the market's growth would be changing customer behavior and selecting suitable mobile marketing tactics and providers.
• During the Pandemic, e-commerce and media & entertainment verticals are experiencing tremendous growth due to increased pay-per-click, click-through rate, and ad expenditure in gaming, multimedia, music, news, and online shopping. After the Pandemic, several nations are now allowing tourists to visit, increasing the usage of mobile applications and, as a result, the need for mobile advertisements.

Mobile Marketing Market Trends

Rising Demand in the Online Retail Sector Drives the Market Growth

• Mobile has already impacted the retail industry significantly and is increasing daily. Consumers today rely heavily on the mobile applications available on their devices to compare product prices, check the product's availability, or request to pick up a purchase from a store. Today, numerous retail mobile phone apps are being developed to streamline consumers' shopping experiences through different marketing and promotional strategies.
• Further, mobile allows multichannel brands to communicate with consumers and capture transaction information through receipt processing, enabling whole retail industries, such as consumer packaged goods and apparel, to create loyalty programs. Forward-thinking brands are re-imagining their loyalty programs from top to bottom to deeply integrate mobile into their programs.
• Social media marketing for online retail stores is sometimes significantly less expensive than TV or radio commercials. Many mobile marketing methods may also be narrowly focused. Intelligent analytics and research help better to target the audience. This allows mobile marketing consumers to target marketing initiatives to individuals more likely to convert into consumers.
• Mobile is a quick medium. Consumers may interact with individuals in real-time by reaching out to mobile users. That applies at home, work, out and about, or anywhere else. As a result, every aspect of mobile marketing is analogous to point-of-sale (POS) advertising. Mobile marketing consumers may continually reach out to individuals who are only a few taps away from completing an online purchase.
• Moreover, the increasing adoption of smartphones across the globe is expected to drive the market forward. According to Ericsson, the number of smartphone subscribers globally currently exceeds six billion and is expected to increase by several hundred million in the following years. The nations with the most smartphone users are China, India, and the United States.

Asia Pacific is Expected to be the Fastest Growing Market

• The Asia-Pacific region is expected to be a significant revenue generator region for mobile marketing vendors during the forecast period owing to the increasing adoption of smartphones due to an increase in disposable income and the growing population in this region.
• The market growth in developing countries of the Asia-Pacific region can be accounted for the enhancements in network connectivity, increasing number of unique mobile subscribers, growing 4G and 5G network penetration, and increasing awareness among enterprises.
• The major vendors in this region have adopted different types of organic and inorganic growth strategies, such as new product launches, partnerships and collaborations, and mergers and acquisitions, to expand their offerings in the mobile marketing market in the region.
• Moreover, technological advancements, such as artificial intelligence (AI) and augmented reality (AR), have further stimulated the demand for mobile marketing in this region. Robust analytical capabilities of machine learning (ML) algorithms can leverage advertising, displaying it at the right time to the right people. Google has already been experimenting with various optimizations for mobile search ads. Retailers, therefore, use them to understand consumer behavior and send notifications accordingly, which is expected to increase market growth.
• The majority of ad spending in China is already digital, and AI-based advertising thrives on the massive datasets available in China for number crunching and automation. The key driver for AI in advertising is the Chinese hypercompetitive e-commerce market.

Mobile Marketing Market Competitor Analysis

The mobile marketing market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. The major players in the market are Google Inc., Facebook Inc., Microsoft Corporation, OpenMarket, and Twitter Inc.Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

• In December 2022, InMobi, a provider of content, monetization, and marketing technologies that help businesses fuel growth, announced a retail media advertising partnership with Lord & Taylor-America's oldest department store-to use InMobi Commerce, an innovative suite of product discovery and monetization solutions that help retailers maximize media-derived revenues while engaging and inspiring shoppers.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Attractiveness - Porter's Five Force Analysis
  • 4.2.1 Threat of New Entrants
  • 4.2.2 Bargaining Power of Buyers
  • 4.2.3 Bargaining Power of Suppliers
  • 4.2.4 Threat of Substitutes
  • 4.2.5 Intensity of Competitive Rivalry
• 4.3 Industry Value Chain Analysis
• 4.4 Impact of COVID-19 on the Market

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Rising Demand in the Online Retail Sector
  • 5.1.2 Low Initial Investments with High Customer Involvement
• 5.2 Market Restraints
  • 5.2.1 Increasing Security Vulnerability
  • 5.2.2 Lack of Internet Connectivity in Rural Areas

6 MARKET SEGMENTATION

• 6.1 By Type
  • 6.1.1 Solution
  • 6.1.2 User
• 6.2 By Distribution Channel
  • 6.2.1 Affiliate Marketing
  • 6.2.2 Omni-channel Marketing
  • 6.2.3 Social Media Marketing
  • 6.2.4 Content Marketing
  • 6.2.5 Online Public Relations
• 6.3 By End-user Industry
  • 6.3.1 Retail
  • 6.3.2 Telecommunication
  • 6.3.3 Broadcast and Media
  • 6.3.4 Travel & Logistics
  • 6.3.5 Education
  • 6.3.6 Automotive
  • 6.3.7 Other End-user Industries
• 6.4 By Geography
  • 6.4.1 North America
    • 6.4.1.1 United States
    • 6.4.1.2 Canada
  • 6.4.2 Europe
    • 6.4.2.1 United Kingdom
    • 6.4.2.2 Germany
    • 6.4.2.3 France
    • 6.4.2.4 Rest of Europe
  • 6.4.3 Asia-Pacific
    • 6.4.3.1 China
    • 6.4.3.2 Japan
    • 6.4.3.3 Australia
    • 6.4.3.4 Rest of Asia-Pacific
  • 6.4.4 Latin America
    • 6.4.4.1 Mexico
    • 6.4.4.2 Brazil
    • 6.4.4.3 Rest of Latin America
  • 6.4.5 Middle East & Africa
    • 6.4.5.1 United Arab Emirates
    • 6.4.5.2 Saudi Arabia
    • 6.4.5.3 Rest of Middle-East & Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Google Inc.
  • 7.1.2 Facebook Inc.
  • 7.1.3 Microsoft Corporation
  • 7.1.4 OpenMarket
  • 7.1.5 Twitter Inc.
  • 7.1.6 InMobi
  • 7.1.7 AT&T
  • 7.1.8 AdColony, Inc.
  • 7.1.9 Pinterest
  • 7.1.10 GroundTruth
  • 7.1.11 Appency
  • 7.1.12 Phonevalley
  • 7.1.13 One by AOL (Millennial Media)
  • 7.1.14 Mobio

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS