Mobile marketing is set to become an important component in the marketing plans of advertisers as the segment is estimated to witness growth in revenues from € one billion in 2008 to € 8.7 billion by 2014 at a CAGR of 43%, says UK_based research firm, Breg Insight.

Mobile advertising will thus comprise of 11.7% of the total digital advertising market.

“Handsets are highly private devices that offer a unique platform for personal interaction with consumers”, says Marcus Persson, telecom analyst, Berg Insight. “Advertisers are increasingly aware of the opportunities and seek new ways to exploit them. Just the simple fact that people are able to make a phone call or send a text message anywhere at any time has changed the conditions for marketing in general.”

Mobile marketing campaigns aim to engage users through voice call, SMS/MMS or over mobile web. On-screen advertising on mobile phones screens is yet to see a significant uptake but may gain popularity due to increased use of smartphone.

Breg Insight predicts that in the near future convergence of online and mobile marketing mediums will take place and subsequent networks will support campaigns for all types of devices. Google, Microsoft, Apple, Nokia and Yahoo are expected to be major players dominating the market.