According to a survey by the Mobile Marketing Association, mobile marketing budgets are expected to increase by 124%. There is no slowing down for mobile; mobile budgets are projected to double 2010 budgets to $566 million in 2012. In comparison, digital as a whole is expected to increase by 30-32%, TV spending will stay at 16%, and outdoor, newspaper, and direct mail will all drop.
Not surprisingly, Google and Apple are the top competitors in the mobile market. However, Google has its money on the mobile Web, while Apple has its money on the apps. The competition between these two companies will determine mobile advertisings future.
HTML5 also another key influencer of the mobile market. HTML5 will enable many rich media developers to enter the market by breaking down mobile's current technical barriers. As stated by a Tocquigny article, HTML5 will improve mobile development's efficiency, flexibility, speed, and measurement.
To have a successful future, marketers need to invest in the mobile market, particularly the basic mobile Web. Apps have been the main focus of marketers, but the mobile Web presents a long term opportunity.
I cannot wait to see what's next for the mobile world. I can't imagine being even more attached to my phone, but I have a feeling it's going to happen.
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