Where Is Mobile Marketing Headed?



A new eMarketer report explores three possible scenarios for the growth of wireless advertising and marketing over the next five years.



A recent BusinessWeek article quoted several advertising agencies as saying that 2005 will be the breakout year for mobile marketing, with spending set to spike from "virtually nothing to millions in pilot investments." This may sound suspiciously like the hype bestowed on online advertising in the 1990s. But remember, the Internet has become an integral element in marketing and sales strategies for most companies.



There are technological and privacy hurdles to be surmounted, and mobile marketing is not likely to become the instant cash cow agencies hope, but like online marketing, it is here to stay. Wireless could be the next frontier.



To answer the question of what types of businesses will flourish in this new environment, eMarketer's new report, Mobile Marketing and M-Commerce, puts together three potential scenarios that plot spending growth for wireless advertising and marketing over the next five years. Each starts with the supposition that in percentage terms, wireless advertising is at roughly the same level relative to interactive advertising that online advertising was in relation to traditional ad spending in the mid-to-late 1990s.



eMarketer Article Here