Gartner research still believes that some changes will need to be made by retailers to achieve greater success.
According to recently released Gartner data, the ad revenue for mobile marketing worldwide will reach the $11.4 billion mark this year, and that this will represent a growth of 18.8 percent over the $9.6 billion that was reached last year.
The worldwide revenue in this sector will also continue its growth for the next few years.
In fact, Gartner has also predicted that by 2016, the global mobile marketing revenue will have reached $24.5 billion, more than doubling the amount that it has forecasted for this 2013. Research director at Gartner, Stephanie Baghdassarian, explained that “The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices.”
Much of the mobile marketing growth has come at the expense of the revenues in the print marketplace.
The Gartner research pointed out that mobile marketing often benefits when it has taken away from print formats. This is especially true in the harm that is being caused to local newspapers, which are already at a constant struggle to get by on the yields from their ads.
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Mobile publishing initiatives are causing those revenues to shrink even further. This is because an ever growing number of consumers are purchasing smartphones and tablets and are increasing their comfort levels in their interactions with those devices. Therefore, they are more likely to read content on those devices and so advertisers are beginning to direct their efforts toward mobile marketing in order to take advantage of that fact.
The research vice president at Gartner, Andrew Frank, pointed out that as a result of the growing smartphone and tablet use trend, it will become easier to break down and target this market, which will further drive mobile marketing spending for advertisers and brands. Smartphone and tablet ads should, according to Frank, be integrated into the overall campaigns being created by advertisers, in order to be able to connect with consumers in a meaningful, precise, and highly actionable way through their devices.