Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione

AppendiceMobile Marketing in International Perspective: The View From the Mobile Marketing Associationpercent this year, to 1.2 billion units. The reason: Smartphone sales. These have not onlyboosted handset manufacturers and carriers, they are revolutionizing mobile marketingby providing increased connectivity to the Internet.According to Gartner, handset sales are expected to fall 0.67 percent this year, comparedwith 2008, an improvement from Gartner’s September forecast of a 3.7 percent drop.Smartphone sales will make up 14 percent of all handset sales in 2009, according toGartner, a nearly 24 percent increase from last year. However, that bump in smartphonesales fell short of the 29 percent increase the firm had been tracking for 2009.Here are some key facts about the mobile Internet: Mobile Internet visitors were up 34% year over year to 56.9 million in July 2009; 73.7 million mobile Internet users in the US in 2009, an increase of 26.3% over 2008; Analyst firm IDC says that there were more than 450 million mobile internet usersglobally this year, but that this will rise to more than one billion by 2013.Perhaps the most revolutionary impact on marketers using mobile has been the arrival ofthe “mobile app” and the “app store” as an avenue of establishing a dedicated 1:1 channelto their target audiences. Apple of course pioneered this innovation for its iPhone, but itis being copied by Google, RIM, and many other handset or operating systems providersowing to the model’s enormous popularity among the mobile public. As reported in MobileEntertainment, Apple’s App Store has now generated more than three billion downloads.That’s less than four months after it passed the two billion milestone in late September.Current and Future Expenditure on Mobile MarketingFacts such as these have transformed mobile into the destination of choice for shiftingdiscretionary dollars among marketers globally. Last year in the US, MMA conductedits first annual “Advertiser and Agency” study to gauge the size and growth of total USdemand for marketing related mobile services. MMA’s goal was to set a “baseline” ofmobile services expenditure in this largest of world advertising and marketing markets.The study examined the full range of services employed, whether so-called “above theline” advertising expenditures (commission-based) or “below the line” marketing (feefor services or purchases of infrastructure). We found that aggregate expenditureson mobile amounted to some $1.7 billion dollars in the US during 2009. Factoring innot only increased expenditure by current users, but by new market entrants also, weestimated that mobile marketing expenditure was projected to grow by about 26% toabout $2.1 billion US. This was a remarkable vote of confidence by marketers in themobile industry, considering that for the same time period, total US expenditure acrossall media for advertising was projected to decline 7% during 2009, and in 2010, growbarely above the rate of inflation.Until recently, mobile and fixed line digital were both seen as substitutes for traditionalmedia expenditures by marketers. Our research reveals that this picture needs to beupdated. When asked which media they would be willing to divert advertising dollarsfrom in order to support their mobile efforts, the largest proportion of marketerssurveyed chose “digital.” The research aggregator eMarketer estimates that US mobilead spending, including messaging-based formats, would attain $416 million in 2009.Admittedly, this represents a relatively small share of the nearly $24 billion spent for totalUS online advertising. However, as smartphones proliferate and marketers move beyondexperimentation, budgets will steadily increase. eMarketer predicts that spending onmobile advertising will gain momentum over the next five years, reaching $1.56 billionby 2013.48Il Rapporto con i risultati completi della Ricerca è scaricabile da www.osservatori.netMarketing ti presento il Mobile?Copyright © Politecnico di Milano – Dipartimento di Ingegneria Gestionale