Borrell Associates, local media market experts, are bullish on local mobile marketing for 2010. And the firm’s analysts expect to see a rapid growth trajectory between now and 2015. Basically, the firm is looking for local mobile marketing to ramp up from $600 million in 2010 to $14.6 billion in 2015. At the same time, the national mobile marketing volume may reach $42 billion in 2015, marking a phenomenal growth rate from the expected 2010 level of $14.9 billion.
CEO Gordon Borrell says, “[w]ith mobile devices already in the hands of 80% of consumers and devices suddenly becoming more graphical and useful, local mobile marketing appears to be on a very fast jag.” And Borrell believes that consumers will adopt this medium more quickly than others for the following reasons:
- Nearly 1 in 3 consumers already own a mobile phone.
- Portable devices are easy and convenient to use.
- Mobile marketing will spread to other portable devices such as PDA and e‑readers.
Borrell also expects mobile coupons to lead the way when it comes to connecting with consumers. Anecdotal evidence suggests that “[r]edemption rates for mobile coupons are 10x that of mail- or newspaper-distributed coupons.”
The entire mobile world is beginning to look more local according to Borrell — because marketers understand that purchasing is typically done on a local basis. If Borrell's projections prove accurate, the media world should be preparing for a landmark disruptor as mobile moves to center stage.[Source: Kouba, Chris. Borrell: Local Mobile Ads to Double This Year. NetNewsCheck.com. 13 Apr. 2010. Web. 26 Apr. 2010]