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市场调查报告书
商品编码
1641919

行动行销市场 -市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Mobile Marketing Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

预测期内行动行销市场预计复合年增长率为 25%

行动市场-IMG1

关键亮点

  • 行动行销是一种线上广告技术，目标受众是拥有行动电话、平板电脑或其他可以存取电子邮件和网站并可以使用简讯、彩信、社交媒体和其他行动应用程式的设备。行动市场提供了各种优势，例如拥有个人化资料、具有 GPS 功能、减少定位错误以及能够根据用户自订设备。
  • 预计预测期内，人工智慧和巨量资料分析的需求不断增长以及扩增实境（AR）和虚拟实境（VR）的采用都将促进行动行销市场的成长。
  • 此外，行动应用程式地理围栏是负责人利用基于位置的行销的简单方法。当使用者进入地理围栏位置时，会触发地理围栏推播通知。这有助于组织设计有效的宣传活动策略来推动销售和受众参与。
  • 预测期内行动行销市场的限制包括对高阶安全性的需求、对这些软体解决方案的安全性的担忧以及日益增加的实施挑战。市场成长的最大和最重要的障碍可能是改变客户行为并选择正确的行动行销策略和提供者。
  • 疫情期间，由于游戏、多媒体、音乐、新闻和网路购物领域的按点击付费、点击率和广告支出的增加，电子商务和媒体及娱乐垂直领域实现了显着增长。疫情爆发后，一些国家开始允许游客入境，这导致行动应用程式的使用增加，从而增加了对行动广告的需求。

行动行销市场趋势

在线零售业需求的不断增长正在推动市场成长

  • 行动装置已经对零售业产生了巨大的影响，而且这种影响日益增大。如今，消费者严重依赖设备上的行动应用程式来比较价格、检查产品可用性以及进行店内购买。如今，人们已经开发出许多零售行动电话应用程序，透过各种行销和促销策略来简化消费者的购物体验。
  • 此外，行动技术使多通路品牌能够与消费者沟通，并透过收据流程获取交易讯息，从而使整个零售业（如消费包装商品和服装）能够建立忠诚度计划。具有前瞻性的品牌正在从上到下重新建立忠诚度计画，将行动装置深度融入他们的计划中。
  • 对于网路零售商来说，社群媒体行销比电视或广播广告的成本要低得多。此外，许多行动行销技术可以集中于特定的目标。智慧分析和研究将帮助您锁定您的受众。这使得行动行销消费者能够将他们的行销倡议瞄准更有可能转化为消费者的个人。
  • 行动装置是一种快速媒介。透过接触行动用户，消费者可以即时与他们互动。这适用于家中、职场、旅途中以及任何其他地方。因此，行动行销的各个方面都与销售点 (POS) 广告相似。行动行销使消费者能够持续接触那些只需轻按几下即可完成线上购买的个人。
  • 此外，随着智慧型手机在全球越来越受欢迎，市场预计还会扩大。据爱立信称，目前全球智慧型手机用户已超过 60 亿，预计未来几年将成长数亿。智慧型手机用户最多的国家是中国、印度和美国。

亚太地区可望成为成长最快的市场

  • 由于人口成长导致的可支配收入增加和智慧型手机普及率提高，预计预测期内亚太地区将成为行动行销供应商的主要产生收入地区。
  • 网路连结增强、独立行动用户数量成长、4G和5G网路普及率扩大、企业知名度提高等因素推动亚太新兴国家的市场发展。
  • 该地区的领先供应商正在采用各种有机和无机成长策略，例如新产品发布、合作伙伴关係/协作以及併购，以扩大其在该地区行动行销市场的产品供应。
  • 此外，人工智慧（AI）和扩增实境（AR）等技术进步进一步刺激了该地区对行动行销的需求。机器学习 (ML) 演算法的强大分析能力可以帮助您在适当的时间向合适的人群展示广告，从而充分利用您的广告。谷歌已经在尝试各种方法来优化其行动搜寻广告。因此，零售公司正在利用它们来了解消费者行为并相应地发送通知，这有望促进市场成长。
  • 中国的大部分广告支出已经是数位化的，而且由于中国拥有庞大的资料集，人工智慧广告在数位化和自动化方面蓬勃发展。人工智慧在广告领域应用的关键驱动因素是中国竞争激烈的电子商务市场。

行动行销产业概览

由于全球参与企业和中小型企业的存在，行动行销市场高度细分。市场上主要企业有 Google Inc.、Facebook Inc.、Microsoft Corporation、OpenMarket 和 Twitter Inc.市场参与企业正在采取联盟和收购等策略来增强其产品供应并获得可持续的竞争优势。

  • 2022 年 12 月，提供内容、收益和行销技术以推动业务成长的 InMobi 宣布与美国历史最悠久的百货公司 Lord & Taylor 建立零售媒体广告伙伴关係。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场洞察

  • 市场概况
  • 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
    • 竞争对手之间的竞争
  • 产业价值链分析
  • COVID-19 市场影响

第五章 市场动态

  • 市场驱动因素
    • 网路零售业需求不断成长
    • 初始投资低，客户参与度高
  • 市场限制
    • 安全漏洞增多
    • 农村缺乏网路连接

第六章 市场细分

  • 按类型
    • 解决方案
    • 按用户
  • 按分销管道
    • 联盟行销
    • 全通路行销
    • 社群媒体行销
    • 内容行销
    • 网路公共关係
  • 按最终用户产业
    • 零售
    • 通讯业
    • 广播媒体
    • 旅游与物流
    • 教育
    • 汽车
    • 其他的
  • 按地区
    • 北美洲
      • 美国
      • 加拿大
    • 欧洲
      • 英国
      • 德国
      • 法国
      • 欧洲其他地区
    • 亚太地区
      • 中国
      • 日本
      • 澳洲
      • 其他亚太地区
    • 拉丁美洲
      • 墨西哥
      • 巴西
      • 其他拉丁美洲国家
    • 中东和非洲
      • 阿拉伯聯合大公国
      • 沙乌地阿拉伯
      • 其他中东和非洲地区

第七章 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

第八章投资分析

第九章 市场机会与未来趋势

简介目录
Product Code: 62336

The Mobile Marketing Market is expected to register a CAGR of 25% during the forecast period.

Mobile Market - IMG1

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 Industry Overview

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