Global Mobile Marketing Category - Procurement Market Intelligence Report

Key Features of Report

Supply Market Insights	Procurement Best Practices
Cost Saving Opportunities	Pricing Models
Negotiation Strategies	Category Risk Analysis
Key Supplier Analysis	Supplier Capability Matrix

Mobile Marketing - Category Spend Analysis

According to procurement analysts at SpendEdge, mobile marketing has high customer reach compared with other digital marketing platforms because of high smart phone penetration. The smartphone market is growing at a rapid rate and global smartphone users are expected to cross 6 billion by 2020. The rapid growth of smartphone market is because of the development of technological infrastructure such as mobile towers and communication networks (due to increased government spending) and the reduction in the price of cell phones. The drop-in price of cell phone is because of intense competition (between smartphone producers) and increased supply from major smartphone producers. In addition, mobile marketing has faster time-to-market compared with traditional advertising medium, such as print, because the former is digital in nature and promotions can be monitored in the real-time by marketers and can be changed with changes in market conditions.

Mobile Marketing - Procurement Best Practices

Buyers must engage with service providers that have omni-channel marketing capabilities. In omni-channel mobile marketing, marketers use different promotion channels within mobile marketing, such as SMS, email, social media, websites, and print media, to reach the target audience by providing consistent promotional messages across all platforms. Engaging with service providers that have omni-channel marketing capabilities assist in delivering consistent promotional messages to multiple demographic groups across diversified platforms.

Mobile Marketing - Procurement Challenges

In several mobile marketing scenarios, there is a lack of accurate and well-established systems or measures that help to accurately forecast the efficiency of marketing promotions. Various factors such as season, type of promotional channels used, market conditions, and timing of mobile promotion campaigns can influence the demand and sales of products/services. Hence, it is important for buyers to analyze all these factors before conducting mobile marketing promotion campaigns. The lack of well-established procedures to analyze the impact of these factors on mobile promotions coupled with rapid changes in consumer purchasing behavior and purchasing pattern is creating challenges for buyers in accurately forecasting the effectiveness of mobile promotion campaign