Research and Markets (http://www.researchandmarkets.com/research/r8r6vg/warc_trends) has announced the addition of the "Warc Trends: Mobile Marketing" report to their offering.

This report is based on the rapid evolution of mobile technology, and the enthusiasm with which it has been embraced. These developments have transformed mobile as a marketing channel. Mobile marketing spend across the world is starting to rise significantly. In the right circumstances, mobile can be a powerful tool.

By the mid-2000s, mobile phones had become a must-have gadget for consumers in the developed world. But the rise of smartphones (since the launch of the iPhone in 2007) and tablets (popularised by the iPad from 2010) have deepened the relationship between consumers and their devices (Chapter 1). The connectivity and technology they give to consumers are helping to drive several consumer trends, including smart boredom' and gamification'. They also transform mobile as a marketing channel (Chapter 2). Mobile had always had reach (the sheer number of handsets in circulation) and location (the fact that phones go wherever the consumer goes) in its favour.

Now it has much more besides. One of the iPhone's key achievements was to abolish the idea that the mobile web' had to be a different, lower-grade experience compared to the PC-based web. Smartphones have opened up areas like mobile search and mobile social networking like never before. Added to this is the bundle of technology that comes in a modern phone - cameras, voice and image recognition, QR code readers, GPS, and a host of new features. Apps make the difference. For marketers, mobile's breakthrough came in 2008, when Apple launched the App Store. Apps provided brands with a new way in to mobile that was easy for consumers to use, and relatively cheap to make. The apps plus app store' model has become the mobile industry's standard. Apps are still an important feature of the mobile marketing landscape (Chapter 3). However, it's become clear that for every successful branded app, there are many failures. Brands have to think carefully about what they want an app to do, and in what context it will be used. All of this means that mobile is a far more versatile marketing tool than it ever was in the past. Increasingly, it is being used as a brandbuilding channel (Chapter 4). Youth focused brands have recognised the power of mobile for several years, but the growing penetration of smartphones among older demographics is creating new opportunities. New ad platforms such as Apple's iAds may offer new ways to put engaging content in front of consumers. Mobile is also becoming a crucial loyalty tool - some brands have reconfigured their loyalty schemes to put mobile at their heart (Chapter 5). Mobile is particularly powerful when used alongside real-life events.

Key Benefits:

- Explore how mobile supports brand building, sales growth and other goals

- Learn the different roles of mobile in the media mix

- How smartphones have enabled 'digitally enhanced downtime'

- Summarised case studies include Lynx, Johnnie Walker and Land Rover

Companies Mentioned:

- Wyeth Gold, Hong Kong

- Lynx, UK

- Johnnie Walker, US

- Land Rover, Austria

- Vim, Vietnam

- The Economist, India

For more information visit http://www.researchandmarkets.com/research/r8r6vg/warc_trends