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Standalone mobile marketing campaigns won’t suddenly be all the rage in 2007, but mobile’s direct-response capabilities will be widely integrated into cross-media campaigns, according to eMarketer (via MarketingVox).
The global market for mobile marketing and advertising will grow from about $1.5 billion in 2006 to $13.9 billion in 2011, eMarketer predicts. In the U.S. mobile ad spend are forecast to increase from $421 million in 2006 to $4.8 billion in 2011, when mobile will constitute 12 percent of online ad spend, compared with 2.6 percent in 2006.
Quick-response mobile codes in print are likely to be used, as they are in Japan, and brands will likely seek foremost to increase brand familiarity as well as drive both information and sample requests (as in Europe). But revenue sharing, consumer privacy and the need for carriers to provide marketing-relevant measurements are hurdles that will confront marketers.
More broadly, “one of the main challenges for marketers and carriers will be how to evolve a mobile consumer culture that accepts and responds to advertising,” says John du Pre Guantt, eMarketer senior analyst and the author of eMarketer’s new Mobile Marketing and Advertising report.
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
The move is not about cost savings, but rather about growth, NYTimes.com general manager Vivian Schiller…
Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
Last month, CBS’s Face the Nation pulled ahead of Meet the Press for the first time in two…
Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
