While the modern mobile marketing boom is most commonly thought of as a North American and European phenomenon, the practice of targeting consumers with marketing messages and ads where they most commonly dwell – on their mobile devices – is heating up in the BRIC countries as well.
The latest industry data and reports analyzing the mobile marketing market in the four BRIC nations – Brazil, Russia, India and China – shows that the reasons for continued optimism for this market’s growth are many.
“Across the four emerging BRIC countries, high mobile penetration has generated opportunities for mobile marketing initiatives. These initiatives have become popular among businesses as they have a broad reach, the ability to monitor responses, and can offer location-based promotions” – 2012 industry report
The number of Brazilian mobile broadband subscribers, for example, increased from 20.6 million in 2010 to 41.1 million in 2011, and is expected to reach 124 million in 2014.
Another impetus for mobile marketing’s expansion in Brazil? Soccer.
The 2014 FIFA World Cup and 2016 Olympics Games will be held in Brazil, which is encouraging corporations to make investments in mobile marketing to advertise their brand to a wider audience of inbound tourists that are coming to the country for these sporting events.
“Video-based advertising is also growing rapidly and advertisers spent more than $18 million on placing video advertisements on Russian language sites in 2010,” another source adds.
Additionally, India’s mobile subscriber base will soon be larger than 0ne billion strong, a powerful catalyst for the growth of mobile marketing.
Lastly, the high penetration of mobile devices compared to personal computers has made mobile marketing a great way to reach a wider audience in China. This reality has made mobile-based marketing and promotions “an integral part of the marketing initiatives used by many companies.”