2024 年至 2031 年行动行销市场（按组件、通路、最终用户、组织规模和地区划分）

行动行销市场评估 - 2024-2031

随着越来越多的人使用智慧型手机，预计行动行销的目标受众在预测期内将有所扩大。这将鼓励企业透过线上和线下管道接触客户，从而为利用社群媒体网路进行行动行销提供丰厚的成长机会。在智慧型手机需求旺盛的推动下，预计到2031年行动行销市场估值将达到4.97149兆美元，超过2024年的7.9903兆美元。

Instagram、TikTok 和 Snapchat 等以行动为中心的社群媒体平台的主导地位也在推动行动行销，这些平台上对品牌知名度和消费者参与度的日益增长的需求，使得 2024 年至 2031 年期间的复合年增长率达到 28.32%。

行动行销市场定义/概述

行动行销是一种多层面的数位行销策略，透过智慧型手机和平板电脑等行动装置瞄准消费者。这种行销方式充分利用了行动装置的广泛普及性和便携性，让您随时随地为用户提供高度个人化、及时的内容。随着行动装置已成为许多人上网的主要方式，行动行销已成为全面数位行销策略的重要组成部分。

行动行销涵盖多种技术，包括简讯和讯息、行动应用程式、针对行动装置优化的网站以及行动搜寻引擎行销。负责人利用这些管道传递促销讯息、展示广告，并提供行动端独有的无缝用户体验。

行动技术的进步如何促进行动行销市场的成长？

行动技术的进步极大地促进了行动行销的成长，它提升了行动装置的功能以及利用这些设备的行销策略。其中最重要的进步之一是定位服务(LBS) 的发展。这些技术，例如 GPS 和信标技术，使广告主能够根据用户精确的地理位置，为他们提供高度针对性的客製化内容。例如，公司可以在用户靠近实体店时向他们发送促销和通知，从而提高行销讯息的相关性和即时。这种程度的客製化可以提高用户参与度和转换率，使行动行销成为企业更有效的工具。

此外，扩增实境(AR) 和虚拟实境 (VR) 与行动装置的融合，为身临其境型行销体验开闢了新途径。尤其值得一提的是，AR 正应用于行动行销，以创造互动性强、引人入胜的内容，模糊数位世界与现实世界之间的界线。

此外，数位钱包和应用程式内支付解决方案等行动支付系统的日益普及，正在推动行动商务（m-commerce）的扩张，并支持行动行销工作。直接透过行动装置购物的便利性，推动了行动交易的激增。企业正利用这一趋势，将无缝支付方式融入其行动行销策略，使从广告到购买的整个过程尽可能顺畅。这不仅提升了用户体验，也提升了行动行销宣传活动的促销影响力。

广告拦截技术是否会对不断成长的行动行销市场构成挑战？

广告拦截技术直接降低了数广告宣传的覆盖率和效果，对行动行销的扩张构成了重大挑战。随着越来越多的消费者在行动装置上安装广告拦截器以避免干扰性或不相关的广告，负责人发现越来越难以触及目标受众。广告拦截的广泛使用降低了行动广告的可见度，导致参与度降低，并最终降低行动行销计划的投资收益。

此外，广告拦截器的存在迫使负责人重新思考他们的策略，他们往往将重点从传统的展示广告转向内容行销和网红合作等侵入性较低的方法。虽然这些替代方法有效，但广告拦截技术的广泛采用仍然是行销人员面临的一大障碍，限制了行动行销的整体成长潜力。

目录

第一章：全球行动行销市场简介

• 市场概况
• 调查范围
• 先决条件

第二章执行摘要

第三章：已验证的市场研究调查方法

• 资料探勘
• 验证
• 第一手资料
• 资料来源列表

第四章 全球行动行销市场展望

• 概述
• 市场动态
  • 驱动程式
  • 阻碍因素
  • 机会
• 波特五力模型

第五章：全球行动行销市场（按组成部分）

• 介绍
• 平台
• 服务

第六章 全球行动行销市场（按通路）

• 介绍
• 通讯
• 推播通知
• 行动电子邮件
• 快速响应（QR）码
• 基于位置的营销
• 应用程式内讯息
• 行动网路
• 其他的

第七章 全球行动行销市场（依产业垂直划分）

• 介绍
• 零售与电子商务
• 旅游/物流
• 车
• BFSI
• 通讯/IT
• 其他的

第八章：全球行动行销市场（按地区）

• 概述
• 北美洲
  • 美国
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 其他欧洲国家
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 世界其他地区
  • 中东和非洲
  • 南美洲

第九章：全球行动行销市场的竞争格局

• 概述
• 各公司市场排名
• 主要发展策略

第十章：公司简介

• Adobe
• Salesforce
• Vibes
• Oracle
• Marketo
• Airship
• Swrve Inc.
• Acoustic, LP
• Localytics
• SAP

第十一章 附录

• 相关调查

Mobile Marketing Market Valuation - 2024-2031

As more people are using smartphones, the target audience for mobile marketing is likely to expand over a forecast period. Thereby, encouraging businesses to use both online and offline channels to reach their customers, and offering mobile marketing lucrative opportunities of growth through the application of social media networks. In response to this high demand for smartphones, the mobile marketing market is expected to expand to a valuation of USD 4971.49 Billion by 2031, surpassing USD 799.03 Billion in 2024.

The dominance of mobile-centric social media platforms like Instagram, TikTok, and Snapchat is another driving factor for mobile marketing. Also, the growing need for brand visibility and consumer engagement on these platforms is enabling the market to exhibit significant growth at a CAGR of 28.32% from 2024 to 2031.

Mobile Marketing Market: Definition/ Overview

Mobile marketing is a multifaceted digital marketing strategy that targets consumers via their mobile devices, such as smartphones and tablets. This type of marketing takes advantage of the broad availability and portability of mobile devices to reach users wherever they are, offering highly personalized and timely content. As mobile devices have become many people's primary means of accessing the internet, mobile marketing has emerged as an essential component of any comprehensive digital marketing strategy.

Mobile marketing includes a wide range of methods, including SMS and MMS messaging, mobile applications (apps), mobile-optimized websites, and mobile search engine marketing. Marketers use these channels to broadcast promotional messages, display adverts, and provide seamless mobile-specific user experiences.

How do Advancements in Mobile Technology Contribute to the Growth of Mobile Marketing Market?

Advancements in mobile technology have significantly aided the growth of mobile marketing by improving the capabilities of mobile devices and the marketing strategies that use them. One of the most major achievements has been the development of location-based services (LBS). These technologies, such as GPS and beacon technology, enable advertisers to provide highly targeted and customized content to users based on their precise geographic location. For example, businesses can send promotions or notifications to users while they are near a physical store, increasing the marketing message's relevancy and immediacy. This level of customization enhances user engagement and conversion rates, making mobile marketing a more effective tool for firms.

Moreover, the integration of augmented reality (AR) and virtual reality (VR) into mobile devices has opened up new avenues for immersive marketing experiences. AR, in particular, has been used in mobile marketing to create interactive and engaging content that blurs the line between digital and physical worlds.

Additionally, the increasing adoption of mobile payment systems, such as digital wallets and in-app payment solutions, is likely to aid in the expansion of mobile commerce (m-commerce), which in turn drives mobile marketing initiatives. The ease and convenience of making purchases straight from a mobile device has resulted in an upsurge in mobile transactions. Businesses are capitalizing on this trend through integrating seamless payment alternatives into their mobile marketing strategy, ensuring that the path from advertisement to purchase is as frictionless as possible. This not only enhances the user experience, but it also boosts the effectiveness of mobile marketing campaigns in driving sales.

Will Ad-Blocking Technology Pose a Challenge in the Expansion of Mobile Marketing Market?

Ad-blocking technology presents a significant challenge in the expansion of mobile marketing by directly reducing the reach and effectiveness of digital advertising campaigns. As more consumers install ad blockers on their mobile devices to avoid intrusive or irrelevant ads, marketers face increasing difficulties in reaching their target audiences. This widespread use of ad-blockers diminishes the visibility of mobile ads, leading to lower engagement rates and ultimately reducing the return on investment for mobile marketing efforts.

Additionally, the presence of ad-blockers forces marketers to reconsider their strategies, often shifting focus away from traditional display ads toward less intrusive methods, such as content marketing and influencer partnerships. While these alternative approaches can be effective, the pervasive use of ad-blocking technology remains a substantial hurdle for marketers, limiting the overall growth potential of mobile marketing.

Category-Wise Acumens

What are the Drivers that Contribute to the Demand for Quick Response (QR) Code segment ?

Several significant trends in the mobile marketing market are contributing to the rising demand for Quick Response (QR) codes. One of the key drivers is the rise in smartphone adoption, which provides a large user base that is easily capable of scanning QR codes. Due to the widespread use of smartphones, QR codes can be used by marketers to establish a direct link between offline media, such as print ads and packaging, and digital content, thereby enhancing customer engagement.

Furthermore, the need for effective and contactless mobile marketing solutions is fueling the use of QR codes, notably in reaction to the COVID-19 pandemic. QR codes enable seamless, touch-free purchases and interactions, which aligns with consumers' growing preference for convenience and hygiene. QR codes are also popular because they can be adjusted for a range of marketing reasons, such as promotional offers, loyalty programs, and event registrations, making them a flexible tool for marketers.

Moreover, data collection and analytics are supported by QR codes, allowing user behavior and campaign efficacy to be monitored in real time by firms, thereby enhancing marketing campaigns. As mobile commerce and digital interactions grow, a low-cost and scalable alternative for improving customer experiences and boosting engagement in the mobile marketing landscape is provided by QR codes. It is the need for customer behavior management that is enhancing the application of QR codes, enabling this segment hold major share in the market.

What are the Potential Factors for the Growth of Retail and E-commerce in the Market?

As per VMR analyst, retail and e-commerce is estimated to dominate within the mobile marketing market. The prioritization of mobile optimization by retailers is increasing owing to the upsurge in the use of smartphones and tablets for online shopping, leading to the creation of user-friendly and efficient websites and apps for mobile transactions. Simplification of the purchasing process is projected to be achieved through advances in mobile payment systems, such as digital wallets and contactless payments, encouraging more consumers to complete transactions on their mobile devices. Furthermore, fueling this growth is the rise of mobile commerce (m-commerce), with a growing preference among consumers to shop directly from their phones. The effectiveness of marketing campaigns is surging through enhanced personalization and targeting capabilities available via mobile marketing, allowing retailers to deliver tailored offers and promotions.

The adoption of omnichannel strategies, which integrate mobile marketing with other channels, results in a seamless shopping experience that is designed to enhance customer loyalty and drive sales. The expansion of retail and e-commerce in the mobile marketing market is driven by these factors, with technological advancements being leveraged to meet evolving consumer preferences and behaviors.

Country/Region-wise Acumens

What are the Key Factors that Contribute to North America 's Edge in the Mobile Marketing Market?

A highly developed technological infrastructure, including widespread high-speed internet and advanced mobile networks in the region is supporting the implementation of sophisticated mobile marketing strategies. A large and engaged audience for mobile marketing campaigns is created by the high penetration of smartphones and tablets among North American consumers.

Moreover, the adoption and integration of the latest trends, such as artificial intelligence and machine learning, into mobile marketing strategies are encouraged due to the presence of dynamic and competitive market in North America. The growth and evolution of mobile marketing in the region are further supported by substantial investments in research and development, combined with access to significant venture capital funding. These factors are collectively contributing to North America's leading position in the mobile marketing market.

Competitive Landscape

Leaders in the mobile marketing market include Google LLC, Facebook, Inc., and Apple Inc., which are all supported by extensive mobile advertising platforms and large user bases. Additionally, sophisticated mobile marketing solutions are provided by companies such as Adobe Systems Incorporated, Oracle Corporation, and Salesforce.com, Inc., which leverage data analytics and customer relationship management capabilities. Specific mobile attribution and user acquisition services are focused on by emerging competitors like Adjust GmbH and Liftoff Mobile, Inc., meeting the changing needs of mobile marketers. Overall, innovation is encouraged and constant developments in mobile marketing technology and methods for capturing and maintaining market share are propelled by fierce rivalry.

Some of the prominent players operating in the mobile marketing market include:

Google LLC

Facebook, Inc.

Apple, Inc.

Adobe Systems Incorporated

Oracle Corporation

Adjust GmbH

Liftoff Mobile, Inc.

Twitter, Inc.

Latest Developments

In March 2024, Facebook launched new tools and services to help businesses create and manage mobile ad campaigns more effectively. These changes include improved ad targeting options and better analytics for measuring campaign performance on mobile devices.

In February 2024, Apple launched a new mobile advertising privacy feature as part of an iOS upgrade. This innovation allows customers more control over how their data is used for targeted advertising, which changes how mobile marketers target iOS users.

Mobile Marketing Market, By Category

• Component:
• Platform
• Service
• Channel:
• Messaging
• Push notification
• Mobile Emails
• Quick Response (QR) Code
• Location-based Marketing
• In-app Messages
• Mobile Web
• Organization Size:
• Small & Medium Enterprises
• Large Enterprise
• End-User:
• Retail and eCommerce
• Travel and Logistics
• Automotive
• Banking, Financial Services and Insurance (BFSI)
• Telecom and IT
• Region:
• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL MOBILE MARKETING MARKET

• 1.1 Overview of the Market
• 1.2 Scope of Report
• 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

• 3.1 Data Mining
• 3.2 Validation
• 3.3 Primary Interviews
• 3.4 List of Data Sources

4 GLOBAL MOBILE MARKETING MARKET OUTLOOK

• 4.1 Overview
• 4.2 Market Dynamics
  • 4.2.1 Drivers
  • 4.2.2 Restraints
  • 4.2.3 Opportunities
• 4.3 Porters Five Force Model

5 GLOBAL MOBILE MARKETING MARKET, BY COMPONENT

• 5.1 Introduction
• 5.2 Platform
• 5.3 Services

6 GLOBAL MOBILE MARKETING MARKET, BY CHANNEL

• 6.1 Introduction
• 6.2 Messaging
• 6.3 Push notification
• 6.4 Mobile Emails
• 6.5 Quick Response (QR) Code
• 6.6 Location-based Marketing
• 6.7 In-app Messages
• 6.8 Mobile Web
• 6.9 Others

7 GLOBAL MOBILE MARKETING MARKET, BY VERTICAL

• 7.1 Introduction
• 7.2 Retail and eCommerce
• 7.3 Travel and Logistics
• 7.4 Automotive
• 7.5 BFSI
• 7.6 Telecom and IT
• 7.7 Other

8 GLOBAL MOBILE MARKETING MARKET, BY GEOGRAPHY

• 8.1 Overview
• 8.2 North America
  • 8.2.1 U.S.
  • 8.2.2 Canada
  • 8.2.3 Mexico
• 8.3 Europe
  • 8.3.1 Germany
  • 8.3.2 U.K.
  • 8.3.3 France
  • 8.3.4 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 China
  • 8.4.2 Japan
  • 8.4.3 India
  • 8.4.4 Rest of Asia Pacific
• 8.5 Rest of the World
  • 8.5.1 Middle East and Africa
  • 8.5.2 South America

9 GLOBAL MOBILE MARKETING MARKET COMPETITIVE LANDSCAPE

• 9.1 Overview
• 9.2 Company Market Ranking
• 9.3 Key Development Strategies

10 COMPANY PROFILES

• 10.1 Adobe
  • 10.1.1 Overview
  • 10.1.2 Financial Performance
  • 10.1.3 Product Outlook
  • 10.1.4 Key Developments
• 10.2 Salesforce
  • 10.2.1 Overview
  • 10.2.2 Financial Performance
  • 10.2.3 Product Outlook
  • 10.2.4 Key Developments
• 10.3 Vibes
  • 10.3.1 Overview
  • 10.3.2 Financial Performance
  • 10.3.3 Product Outlook
  • 10.3.4 Key Developments
• 10.4 Oracle
  • 10.4.1 Overview
  • 10.4.2 Financial Performance
  • 10.4.3 Product Outlook
  • 10.4.4 Key Developments
• 10.5 Marketo
  • 10.5.1 Overview
  • 10.5.2 Financial Performance
  • 10.5.3 Product Outlook
  • 10.5.4 Key Developments
• 10.6 Airship
  • 10.6.1 Overview
  • 10.6.2 Financial Performance
  • 10.6.3 Product Outlook
  • 10.6.4 Key Developments
• 10.7 Swrve Inc.
  • 10.7.1 Overview
  • 10.7.2 Financial Performance
  • 10.7.3 Product Outlook
  • 10.7.4 Key Developments
• 10.8 Acoustic, L.P.
  • 10.8.1 Overview
  • 10.8.2 Financial Performance
  • 10.8.3 Product Outlook
  • 10.8.4 Key Developments
• 10.9 Localytics
  • 10.9.1 Overview
  • 10.9.2 Financial Performance
  • 10.9.3 Product Outlook
  • 10.9.4 Key Developments
• 10.10 SAP
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments

11 APPENDIX

• 11.1 Related Research