Mobile Marketing Market Size, Share & Trends Analysis Report By Solution (Mobile Web, Location-based Marketing, QR Codes, In-App Messages), By Enterprise Size, By End Use, and Segment Forecasts, 2019 - 2025

Industry Insights

The global mobile marketing market size was valued at USD 53.14 billion in 2018. It is poised to expand at a CAGR of 22.8% from 2019 to 2025. Mobile marketing is a multi-channel digital promotional activity that uses mobile devices (smartphones and tablets) as a platform to reach the target audience, via email, SMS and MMS, social media, websites, and apps.

Based on research conducted by the Global System for Mobile Communications Association (GSMA) research, it is projected that among the total number of mobile owners, approximately 75.0% will be using smartphones by the end of 2025. Proliferation of smartphones and tablets coupled with robust internet penetration in developing countries such as China and India has driven the market over the last few years.

Mobile marketing is one of the key digital marketing strategies adopted by organizations to promote their products and services. Moreover, it helps organizations to eliminate paper costs and denotes fast and convenient means to interact with target customers. It enables integration of new and innovative methods of advertisement with the same marketing strategies to increase their impact and approachability to target users.

Several surveys conducted by companies denote that more than 90.0% of the youth use smartphones to access information or content. Furthermore, approximately 49.0% of smartphone owners use mobile internet to access search engines. This is anticipated to create opportunities for mobile marketing vendors over the forecast period.

Geofencing is a technological service that uses Radio Frequency Identification (RFID) and Global Positioning System (GPS) to define geographical boundaries. Organizations procure data from mobile applications and analyze it to understand consumer preference. Based on consumer preferences, companies advertise their relevant products and services to target customers. Geofencing for mobile applications is a convenient way for mobile app marketers to take benefit of location-based marketing.

Rising adoption of geofencing technology across various industries is estimated to augment the market over the forecast period. Moreover, surging use of Artificial Intelligence (AI) and Augmented Reality (AR) in the retail sector to understand consumer behavior and send notifications accordingly is estimated to propel the market over the same period. Furthermore, rapidly growing number of viewers accessing Over The Top (OTT) content is likely to create significant opportunities for digital enterprises in the forthcoming years.

Increasing adoption of ad block software by smartphone users to avoid unwanted ads will, however, restrict the growth of the market over the coming years. Furthermore, stringent government regulations related to mobile ads coupled with privacy and security concerns are poised to hamper market growth during the same period.

Enterprise Size Insights

Based on enterprise size, the market has been bifurcated into large enterprises and small & medium enterprises (SMEs). The large enterprises segment accounted for just over 63.0% of the market share in 2018, owing to rapidly growing adoption of mobile marketing strategies by large organizations across various industries.

Large retail companies are adopting new technologies such as AI and AR to enhance visual presentation of advertisements, which, in turn, improves viewer engagement. Start-ups are making significant investments in digital marketing to spread awareness about their products and services among consumers. Hence, rapidly increasing number of start-ups in developing countries coupled with high investments in digital marketing made by them are projected to contribute to the growth of the SMEs segment over the forecast period.

Solution Insights

In 2018, the mobile web segment accounted for a little over 24.0% of the mobile marketing market in terms of revenue owing to a large number of smartphone users frequently accessing mobile search engines across the globe. Furthermore, high investments by business enterprises to promote their products through mobile search engines are supplementing the growth of the segment over the forecast period.

Quick-Response codes (QR codes) marketing is more affordable than other mobile marketing solutions owing to various benefits that they offer. QR codes are easily trackable, appeal to people’s curiosity, and can be found in several places (such as social media apps and newspapers). Thus, this is anticipated to spur the growth of the segment over the forecast period.

End-Use Insights

Based on end use, the market has been segmented into retail, media & entertainment, travel, automotive, healthcare, IT & telecom, BFSI, and others. In 2018, the retail segment represented approximately 23.0% of the overall revenue. Increasing number of e-commerce retailers, coupled with rapidly evolving consumer buying preferences toward e-commerce owing to its numerous benefits such as ease of delivery and availability of a variety of products, is one of the key trends escalating the growth of the segment.

Moreover, owing to rising implementation of location-based services in the retail industry to deliver an enhanced consumer shopping experience, the segment is also anticipated to post the highest CAGR over the forecast period. Surging adoption of in-app marketing by banks to provide tailored products and service-related content directly to consumers’ devices is estimated to boost the growth of the BFSI segment over the forecast period.

Regional Insights

Based on region, the market has been divided into Europe, North America, Asia Pacific, Latin America, and the Middle East & Africa. In 2018, North America held a revenue share of about 41.0% of the global market owing to a large number of mobile marketing service providers coupled with the highest percentage of smartphone penetration (approximately 77.0% of the total population) in the U.S. Furthermore, upswing in the use of OTT content is expected to lead to a significant growth of the regional market over the forecast period.

Widening base of smartphone users, high investment in telecom network development, and growing awareness about mobile marketing among enterprises are likely to stoke the growth of the Latin American market over the forecast period.

Mobile Marketing Market Share Insights

Some of the prominent players in the global market are IBM Corporation; Alphabet Inc. (Google); InMobi; Millennial Media; Marketo (Adobe Inc.); Amobee, Inc. (Singapore Telecommunications Ltd); Flurry, Inc.; Salesforce.com, Inc.; Oracle Corp.; Chartboost, Inc.; and SAS Institute Inc. Mobile marketing providers are focusing on collaborating with OTT content providers, which, in turn, will help increase their regional presence.

For instance, in April 2018, InMobi made a partnership with Airtel to target OTT premium customers in the Indian market during cricket seasons. With 350+ TV channels, 10,000+ movies, TV shows, and originals, in addition to collaborations with Amazon Prime, ErosNow, Hotstar, Fastfilmz, Alt Balaji, Hooq, and more, Airtel TV was one of the highest downloaded Video OTT apps in India in the first two months of 2018. Key players are highly focused on acquisitions to diversify their businesses as well as enhance their market presence. For instance, Singapore Telecommunications Ltd. acquired Amobee Inc. to diversify its business to include mobile marketing and increase its overall market presence.

Report Scope

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global mobile marketing market report on the basis of enterprise size, solution, end use, and region:

• Enterprise Size Outlook (Revenue, USD Million, 2014 - 2025)

  • Large Enterprises

  • Small & Medium Enterprises

• Solution Outlook (Revenue, USD Million, 2014 - 2025)

  • Mobile Web

  • SMS

  • Location-Based Marketing

  • In-App Messages

  • Push Notifications

  • QR Codes

  • MMS

  • Others

• End-Use Outlook (Revenue, USD Million, 2014 - 2025)

  • Retail

  • Media & Entertainment

  • Travel

  • Automotive

  • Healthcare

  • IT & Telecom

  • BFSI

  • Others

• Regional Outlook (Revenue, USD Million, 2014 - 2025)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

  • Asia Pacific

    • China

    • India

    • Japan

  • Latin America

    • Brazil

    • Mexico

  • Middle East & Africa (MEA)