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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Driven by increasing consumer adoption of mobile devices such as the smartphone and iPad, mobile proximity marketing is forecast to reach $760 million in 2011, and swell to nearly $6 billion by 2015, according to a report by Borrell Associates. An estimated $200 million will be spent on mobile proximity marketing in 2010, almost entirely (97%) by large national companies that have retail stores in many markets.
Mobile proximity marketing now accounts for a very small portion of overall mobile promotions spending—an estimated 7% in 2010. Below, other findings from the report titled Proximity-Based Marketing: Mobile Devices Untether Advertising from Media.
Though still nascent, proximity-based marketing poses radical challenges to the mass media model of targeting large, aggregated local audiences—in favor permission-based offers to shoppers when they are physically near a purchase opportunity or other relevant location. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources!

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MarketingProfs uses singlesign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. As proximity-based technologies begin to mature, smaller local businesses are expected to enter the market, helping to propel it to nearly 30 times its current size by 2015.

In 2011, that share will increase to 12.5%, and by 2015, proximity-based marketing will account for roughly 29% of all mobile marketing spending. MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. If you require further details regarding the transaction data, please contact the supplier directly. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

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