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Mobile Marketing: No Longer a Spam & Pop-up World

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The editors at Top Marketing Schools decided to research the topic of:

Mobile Marketing: No Longer a Spam & Pop-up World

Intro: The face of marketing is changing and adapting as society becomes more and more technology-dependent. Mobile is now the first screen of influence for many marketers while adults are spending more time on mobile media than newspapers and magazines.

Timeline of Mobile Marketing

Middle ages

- Town criers are used to spread messages


- First telephone introduced by Alexander Graham Bell


- First mobile portable handset invented


- First text message sent from computer to mobile phone


- First mobile phone that both sends and receives texts introduced


- Term "spam" officially added to dictionary to mean unwanted, junk emails


- First commercial mobile SMS launches. Short codes introduced for use with text message marketing


- Nike and Pontiac launch SMS campaigns


- 2.4 billion SMS users worldwide
- Apple iPhone is released in U.S.
- Texting is embraced: Average monthly texts (218) outnumber calls (213)


- Quick response (QR) codes start being used in mobile marketing
- Cambridge dictionary adds "text" as a verb


- Mobile marketing becomes a $14 billion+ industry, including $9.3 billion worth of music


- Android and iOS battle it out for market share

Businesses embrace new technology for mobile outreach

  • Square-like apps for payment
  • Same-day shipping through Amazon and eBay
  • Mobile fingerprinting to secure payments
  • Augmented reality in which customers can point their mobile cameras at products for reviews and discounts


- Mobile Internet usage will overtake desktop Internet usage


- 81% of U.S. mobile customers will have smartphones
- Mobile marketing will generate $400 billion in sales (a 52% increase in just two years)
- Retailers and marketers will spend $19.8 billion on mobile marketing, up from $6.7 billion in 2012)


- Global mobile marketing spending will grow to $22 billion

We Love Our Mobile Phones - and So Do Businesses


- Adults who have their mobile phone within arm's reach

271 million

- Adults who own some type of mobile device


- Percentage of smartphone market held by Apple and Android


- Users who use their smartphone while watching TV

$22 billion

- Mobile advertising spending
- 2012 - 2010
- $22 billion - $3.4 billion


- Online retail sales in 2013 made through mobile devices

3 in 4

- Mobile users who use their device for shopping

$39 billion

- Estimated scope of mobile commerce sales in 2013 SOURCES