Location-based mobile marketing is currently a very small part of the online market- ing environment, but it is doubling in the next two years, far faster than any other form of digital advertising. Figure 7.14 helps put the location-based mobile market in perspective. In 2013, total online marketing is $42 billion and local online marketing is a healthy and surprisingly large $27.6 billion. The part of local online that is mobile (referred to as mobile local marketing) is $5.4 billion, and the part of local mobile that is targeted by location (non-location-based marketing) is $2.3 billion. While small in an absolute sense, as mobile devices replace PCs and become the dominant location where consumers spend their time, mobile marketing and
Location-based mobile marketing is currently a very small part of the online market- ing environment, but it is doubling in the next two years, far faster than any other form of digital advertising. Figure 7.14 helps put the location-based mobile market in perspective. In 2013, total online marketing is $42 billion and local online marketing is a healthy and surprisingly large $27.6 billion. The part of local online that is mobile (referred to as mobile local marketing) is $5.4 billion, and the part of local mobile that is targeted by location (non-location-based marketing) is $2.3 billion. While small in an absolute sense, as mobile devices replace PCs and become the dominant location where consumers spend their time, mobile marketing and
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