In other words, it will zoom. The initial action: Couponing.
"We view advertisers' growing love affair with coupons as a major key to the emergence of mobile marketing," the report released today says.
Redemption rates in the early stages of development are 10 times higher than rates of newspaper-clipped coupons.
Online marketing will increase by a compounded 13 per cent through 2014, but mobile marketing will grow at an annual rate of 84 per cent. Mobile advertising at a local level will double in each of the next few years.