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市場調查報告書
商品編碼
1641919

行動行銷市場 -市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

Mobile Marketing Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預測期內行動行銷市場預計複合年成長率為 25%

行動市場-IMG1

關鍵亮點

  • 行動行銷是一種線上廣告技術，目標受眾是擁有行動電話、平板電腦或其他可以存取電子郵件和網站並可以使用簡訊、彩信、社交媒體和其他行動應用程式的設備。行動市場提供了各種優勢，例如擁有個人化資料、具有 GPS 功能、減少定位錯誤以及能夠根據用戶自訂設備。
  • 預計預測期內，人工智慧和巨量資料分析的需求不斷成長以及擴增實境（AR）和虛擬實境（VR）的採用都將促進行動行銷市場的成長。
  • 此外，行動應用程式地理圍欄是負責人利用基於位置的行銷的簡單方法。當使用者進入地理圍欄位置時，會觸發地理圍欄推播通知。這有助於組織設計有效的宣傳活動策略來推動銷售和受眾參與。
  • 預測期內行動行銷市場的限制包括對高階安全性的需求、對這些軟體解決方案的安全性的擔憂以及日益增加的實施挑戰。市場成長的最大和最重要的障礙可能是改變客戶行為並選擇正確的行動行銷策略和提供者。
  • 疫情期間，由於遊戲、多媒體、音樂、新聞和網路購物領域的按點擊付費、點擊率和廣告支出的增加，電子商務和媒體及娛樂垂直領域實現了顯著成長。疫情爆發後，一些國家開始允許遊客入境，這導致行動應用程式的使用增加，從而增加了對行動廣告的需求。

行動行銷市場趨勢

在線零售業需求的不斷成長正在推動市場成長

  • 行動裝置已經對零售業產生了巨大的影響，而且這種影響日益增大。如今，消費者嚴重依賴設備上的行動應用程式來比較價格、檢查產品可用性以及進行店內購買。如今，人們已經開發出許多零售行動電話應用程式，透過各種行銷和促銷策略來簡化消費者的購物體驗。
  • 此外，行動技術使多通路品牌能夠與消費者溝通，並透過收據流程獲取交易訊息，從而使整個零售業（如消費包裝商品和服裝）能夠建立忠誠度計劃。具有前瞻性的品牌正在從上到下重新建立忠誠度計畫，將行動裝置深度融入他們的計劃中。
  • 對於網路零售商來說，社群媒體行銷比電視或廣播廣告的成本要低得多。此外，許多行動行銷技術可以集中於特定的目標。智慧分析和研究將幫助您鎖定您的受眾。這使得行動行銷消費者能夠將他們的行銷舉措瞄準更有可能轉化為消費者的個人。
  • 行動裝置是一種快速媒介。透過接觸行動用戶，消費者可以即時與他們互動。這適用於家中、職場、旅途中以及任何其他地方。因此，行動行銷的各個方面都與銷售點 (POS) 廣告相似。行動行銷使消費者能夠持續接觸那些只需輕按幾下即可完成線上購買的個人。
  • 此外，隨著智慧型手機在全球越來越受歡迎，市場預計還會擴大。據愛立信稱，目前全球智慧型手機用戶已超過 60 億，預計未來幾年將成長數億。智慧型手機用戶最多的國家是中國、印度和美國。

亞太地區可望成為成長最快的市場

  • 由於人口成長導致的可支配收入增加和智慧型手機普及率提高，預計預測期內亞太地區將成為行動行銷供應商的主要產生收入地區。
  • 網路連結增強、獨立行動用戶數量成長、4G和5G網路普及率擴大、企業知名度提高等因素推動亞太新興國家的市場發展。
  • 該地區的領先供應商正在採用各種有機和無機成長策略，例如新產品發布、合作夥伴關係/協作以及併購，以擴大其在該地區行動行銷市場的產品供應。
  • 此外，人工智慧（AI）和擴增實境（AR）等技術進步進一步刺激了該地區對行動行銷的需求。機器學習 (ML) 演算法的強大分析能力可以幫助您在適當的時間向合適的人群展示廣告，從而充分利用您的廣告。谷歌已經在嘗試各種方法來最佳化其行動搜尋廣告。因此，零售公司正在利用它們來了解消費者行為並相應地發送通知，這有望促進市場成長。
  • 中國的大部分廣告支出已經是數位化的，而且由於中國擁有龐大的資料集，人工智慧廣告在數位化和自動化方面蓬勃發展。人工智慧在廣告領域應用的關鍵促進因素是中國競爭激烈的電子商務市場。

行動行銷產業概覽

由於全球參與企業和中小型企業的存在，行動行銷市場高度細分。市場上主要企業有 Google Inc.、Facebook Inc.、Microsoft Corporation、OpenMarket 和 Twitter Inc.市場參與企業正在採取聯盟和收購等策略來增強其產品供應並獲得永續的競爭優勢。

  • 2022 年 12 月，提供內容、收益和行銷技術以推動業務成長的 InMobi 宣布與美國歷史最悠久的百貨公司 Lord & Taylor 建立零售媒體廣告夥伴關係。

其他福利

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力-波特五力分析
    • 新進入者的威脅
    • 買家的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭對手之間的競爭
  • 產業價值鏈分析
  • COVID-19 市場影響

第5章 市場動態

  • 市場促進因素
    • 網路零售業需求不斷成長
    • 初始投資低，客戶參與度高
  • 市場限制
    • 安全漏洞增多
    • 農村缺乏網路連接

第6章 市場細分

  • 按類型
    • 解決方案
    • 按用戶
  • 按分銷管道
    • 聯盟行銷
    • 全通路行銷
    • 社群媒體行銷
    • 內容行銷
    • 網路公共關係
  • 按最終用戶產業
    • 零售
    • 通訊業
    • 廣播媒體
    • 旅遊與物流
    • 教育
    • 汽車
    • 其他
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 英國
      • 德國
      • 法國
      • 歐洲其他地區
    • 亞太地區
      • 中國
      • 日本
      • 澳洲
      • 其他亞太地區
    • 拉丁美洲
      • 墨西哥
      • 巴西
      • 其他拉丁美洲國家
    • 中東和非洲
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 其他中東和非洲地區

第7章 競爭格局

  • 公司簡介
    • Google Inc.
    • Facebook Inc.
    • Microsoft Corporation
    • OpenMarket
    • Twitter Inc.
    • InMobi
    • AT&T
    • AdColony, Inc.
    • Pinterest
    • GroundTruth
    • Appency
    • Phonevalley
    • One by AOL（Millennial Media）
    • Mobio

第8章投資分析

第9章 市場機會與未來趨勢

簡介目錄
Product Code: 62336

The Mobile Marketing Market is expected to register a CAGR of 25% during the forecast period.

Mobile Market - IMG1

Key Highlights

  • Mobile marketing is an online advertising technique that targets audiences that own a mobile phone, tablet, or another device that can access email and websites and utilize SMS, MMS, social media, and other mobile apps. Mobile marketplaces offer various advantages, including the ability to tailor the device based on the user, such as having personalized data, GPS capabilities, and reducing the number of target mistakes.
  • Rising demand for artificial intelligence and big data analytics, as well as the adoption of augmented reality (A.R.) and virtual reality (V.R.), would all contribute to the growth of the mobile marketing market throughout the anticipated period.
  • Additionally, geofencing for mobile apps is an easy way for marketers to take advantage of location-based marketing. Geofencing push notifications are triggered when a user enters a geofenced location. It helps organizations design effective campaign strategies and to drive sales and audience engagement.
  • During the forecasted period, market limitations for the mobile marketing market include a need for high-level security, worries about the safety of these software solutions, and a growing number of implementation challenges. The largest and most significant hurdles for the market's growth would be changing customer behavior and selecting suitable mobile marketing tactics and providers.
  • During the Pandemic, e-commerce and media & entertainment verticals are experiencing tremendous growth due to increased pay-per-click, click-through rate, and ad expenditure in gaming, multimedia, music, news, and online shopping. After the Pandemic, several nations are now allowing tourists to visit, increasing the usage of mobile applications and, as a result, the need for mobile advertisements.

Mobile Marketing Market Trends

Rising Demand in the Online Retail Sector Drives the Market Growth

  • Mobile has already impacted the retail industry significantly and is increasing daily. Consumers today rely heavily on the mobile applications available on their devices to compare product prices, check the product's availability, or request to pick up a purchase from a store. Today, numerous retail mobile phone apps are being developed to streamline consumers' shopping experiences through different marketing and promotional strategies.
  • Further, mobile allows multichannel brands to communicate with consumers and capture transaction information through receipt processing, enabling whole retail industries, such as consumer packaged goods and apparel, to create loyalty programs. Forward-thinking brands are re-imagining their loyalty programs from top to bottom to deeply integrate mobile into their programs.
  • Social media marketing for online retail stores is sometimes significantly less expensive than TV or radio commercials. Many mobile marketing methods may also be narrowly focused. Intelligent analytics and research help better to target the audience. This allows mobile marketing consumers to target marketing initiatives to individuals more likely to convert into consumers.
  • Mobile is a quick medium. Consumers may interact with individuals in real-time by reaching out to mobile users. That applies at home, work, out and about, or anywhere else. As a result, every aspect of mobile marketing is analogous to point-of-sale (POS) advertising. Mobile marketing consumers may continually reach out to individuals who are only a few taps away from completing an online purchase.
  • Moreover, the increasing adoption of smartphones across the globe is expected to drive the market forward. According to Ericsson, the number of smartphone subscribers globally currently exceeds six billion and is expected to increase by several hundred million in the following years. The nations with the most smartphone users are China, India, and the United States.

Asia Pacific is Expected to be the Fastest Growing Market

  • The Asia-Pacific region is expected to be a significant revenue generator region for mobile marketing vendors during the forecast period owing to the increasing adoption of smartphones due to an increase in disposable income and the growing population in this region.
  • The market growth in developing countries of the Asia-Pacific region can be accounted for the enhancements in network connectivity, increasing number of unique mobile subscribers, growing 4G and 5G network penetration, and increasing awareness among enterprises.
  • The major vendors in this region have adopted different types of organic and inorganic growth strategies, such as new product launches, partnerships and collaborations, and mergers and acquisitions, to expand their offerings in the mobile marketing market in the region.
  • Moreover, technological advancements, such as artificial intelligence (AI) and augmented reality (AR), have further stimulated the demand for mobile marketing in this region. Robust analytical capabilities of machine learning (ML) algorithms can leverage advertising, displaying it at the right time to the right people. Google has already been experimenting with various optimizations for mobile search ads. Retailers, therefore, use them to understand consumer behavior and send notifications accordingly, which is expected to increase market growth.
  • The majority of ad spending in China is already digital, and AI-based advertising thrives on the massive datasets available in China for number crunching and automation. The key driver for AI in advertising is the Chinese hypercompetitive e-commerce market.

Mobile Marketing Industry Overview

The mobile marketing market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. The major players in the market are Google Inc., Facebook Inc., Microsoft Corporation, OpenMarket, and Twitter Inc.Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • In December 2022, InMobi, a provider of content, monetization, and marketing technologies that help businesses fuel growth, announced a retail media advertising partnership with Lord & Taylor-America's oldest department store-to use InMobi Commerce, an innovative suite of product discovery and monetization solutions that help retailers maximize media-derived revenues while engaging and inspiring shoppers.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Force Analysis
    • 4.2.1 Threat of New Entrants
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Bargaining Power of Suppliers
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Value Chain Analysis
  • 4.4 Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Rising Demand in the Online Retail Sector
    • 5.1.2 Low Initial Investments with High Customer Involvement
  • 5.2 Market Restraints
    • 5.2.1 Increasing Security Vulnerability
    • 5.2.2 Lack of Internet Connectivity in Rural Areas

6 MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Solution
    • 6.1.2 User
  • 6.2 By Distribution Channel
    • 6.2.1 Affiliate Marketing
    • 6.2.2 Omni-channel Marketing
    • 6.2.3 Social Media Marketing
    • 6.2.4 Content Marketing
    • 6.2.5 Online Public Relations
  • 6.3 By End-user Industry
    • 6.3.1 Retail
    • 6.3.2 Telecommunication
    • 6.3.3 Broadcast and Media
    • 6.3.4 Travel & Logistics
    • 6.3.5 Education
    • 6.3.6 Automotive
    • 6.3.7 Other End-user Industries
  • 6.4 By Geography
    • 6.4.1 North America
      • 6.4.1.1 United States
      • 6.4.1.2 Canada
    • 6.4.2 Europe
      • 6.4.2.1 United Kingdom
      • 6.4.2.2 Germany
      • 6.4.2.3 France
      • 6.4.2.4 Rest of Europe
    • 6.4.3 Asia-Pacific
      • 6.4.3.1 China
      • 6.4.3.2 Japan
      • 6.4.3.3 Australia
      • 6.4.3.4 Rest of Asia-Pacific
    • 6.4.4 Latin America
      • 6.4.4.1 Mexico
      • 6.4.4.2 Brazil
      • 6.4.4.3 Rest of Latin America
    • 6.4.5 Middle East & Africa
      • 6.4.5.1 United Arab Emirates
      • 6.4.5.2 Saudi Arabia
      • 6.4.5.3 Rest of Middle-East & Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Google Inc.
    • 7.1.2 Facebook Inc.
    • 7.1.3 Microsoft Corporation
    • 7.1.4 OpenMarket
    • 7.1.5 Twitter Inc.
    • 7.1.6 InMobi
    • 7.1.7 AT&T
    • 7.1.8 AdColony, Inc.
    • 7.1.9 Pinterest
    • 7.1.10 GroundTruth
    • 7.1.11 Appency
    • 7.1.12 Phonevalley
    • 7.1.13 One by AOL (Millennial Media)
    • 7.1.14 Mobio

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS