Just like any other aspect of our daily lives that is affected by newest technologies, the art of advertising has been in a state of dynamic transition during the last few years. A big part of the business is now mobile marketing – what has been seen as an increasingly growing trend on the UK digital marketing scene. A ground-breaking report entitled The Cross-Channel Marketing Report 2014, which has been issued recently by Econsultancy in association with Oracle Marketing Cloud, only confirms this trend to be something more than a fleeting fashion.

The report predicts that mobile ad business will take a huge leap forward – more than 75% of UK companies are already planning to integrate mobile advertising into their overall marketing campaigns. (Source:  https://econsultancy.com/reports/cross-channel-marketing-report)

Why has mobile marketing become so important recently? Mainly due to the staggering amount of mobile devices currently used by UK citizens, who boast the highest smarthphone usage in the world. The widespread fashion for smartphone, combined with the growing popularity of tablets, has been picked up by marketers who have paved the way for the development of new marketing styles, such as digital or mobile marketing.

Technology giants like Google, Facebook and Twitter have their fair share of influence over marketing practices as well. It seems unbelievable, but two major players of the mobile ad market – Facebook and Twitter – entered the business quite recently. In 2011 neither of them had anything to do with mobile marketing.

The proud owner of the biggest mobile ad market slice, Google, has during the recent years noted a dramatic rise in mobile searches and adapted their offer to this new demand, in accordance with users generating more and more paid search ad clicks coming from mobile devices.

The interest in mobile marketing expressed by the tech giants is, however, hardly reflected in the marketing campaigns of other British companies, which still sometimes struggle to integrate mobile advertising into their practice. The Econsultancy report points out that the efforts made in transitioning from traditional marketing channels to digital or mobile are still leave much room for improvement.

Nevertheless, the report's insight from a variety of UK companies on their prospective marketing campaigns signals that the future of mobile marketing looks bright, with UK companies finally acknowledging technology's impact on the ways we consume goods and services.