Mobile marketing to account for 11.7% of ad spend

Mobile phone marketing will account for 11.7 per cent of total digital advertising spend by 2014, it has been claimed.

According to new projections from industry analyst Berg Insight, the mobile marketing sector will be worth an estimated EUR 8.7 billion (£7.8 billion) in the next five years.

The firm believes that the medium will become a standard part of digital campaigns alongside email marketing and html email newsletters.

Marcus Persson, telecom analyst at Berg Insight, said: "Advertisers are increasingly aware of the opportunities and seek new ways to exploit them.

"Just the simple fact that people are able to make a phone call or send a text message anywhere at any time has changed the conditions for marketing in general," he added.

He also claimed that on-screen mobile advertising, while still in its infancy, is becoming increasingly relevant as internet-enabled smartphones become more sophisticated.

Recently, Tim Norman, sales director at SDL Tridion, told UTalkMarketing that businesses will continue to migrate to online advertising campaigns, such as email marketing, over the course of the coming year.

Written by Mark Hainsby