In its latest report, Juniper Research is looking at the growing mobile retail marketing, suggesting it will reach $15 billion globally by 2012, which is a growth of 50% over 2011.
Unsurprisingly we have the increasing adoption of smartphones and tablets to thank for this trend, both of which (smartphones and tablet) have increased the capabilities of the modern shopper and the mobile retail marketer. In that sense, the research company predicts that a portion of a digital adspend moves to the mobile channel.
The new mobile channel changes the retail game as it blurs the lines between physical (bricks and mortar) retailing and online retailing to create the new so call “clicks and mortar” retailing initiatives.
However, Juniper also stressed that mobile marketers should use the most appropriate mobile marketing channels to connect with the mobile shopper — i.e. a mobile app is not the answer to every requirement. What’s more, it also highlighted the need to obtain subscriber opt-in to gain trust and lead to ongoing loyalty.
Finally, they predict (obvious) rapid innovation in the mobile POS technology and NFC Proximity Marketing…