Mobile marketing search finding more presence

Gary Arlen

Forecasters are predicting steep growth in mobile marketing. Evidence suggests there is a large increase in the use of search features, maps and directions on mobile phones.

Mobile marketing search finding more presence

Gary Arlen

Whenever I see widely diverse, ecstatically bullish predictions that promise short-term, geometric growth from today's relatively small user base, my 'doubt sensors' kick in. When several respected forecasters chart such dramatic upticks, I look for the source of the Kool-Aid they've all been drinking.

Three recent reports about the global outlook for mobile marketing triggered this curiosity. Gartner Inc. expects $12 billion in global mobile marketing revenue by 2011, eMarketer talks about $19 billion by 2012, and ABI Research envisions $24 billion by 2013 (1).

Although their methodologies – including definitions –...

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