An average global company will spend $13-22 million this year for marketing through mobile devices, a study by Tata Consultancy Services said today.
"During 2012, the average-size company ($11.2 billion in annual revenue) will spend between $13 million and $22 million to market, sell and service digital mobile consumers through their mobile devices," TCS said in its study titled 'The New Digital Mobile Consumer: How Large Companies are Responding'.
It added by 2015, investment levels will rise to between $22 million and $26 million annually.
"The digital consumer is an exciting and complex customer segment that global corporations have to understand and engage with. These consumers are diverse in their need, their interactions are flexible and often conducted 'in motion'," TCS MD and CEO N Chandrasekaran said.
Keeping their attention means being able to serve their dynamic needs by leveraging the power of digital and mobile technologies to engage with them, he added.
"Businesses addressing this smart consumer segment must collect high quality data to understand them in real time; engage them in new and innovative ways; and reinforce their relationships through flawless technology interactions," Chandrasekaran said.
With consumers increasingly making their mobile device the tool for research, shopping and bill payments, companies are designing and delivering a greater number of their marketing campaigns for mobile devices, the study said.
Companies in the Asia-Pacific region are expected to spend far more on responding to digital mobile consumers than companies in North America, Europe and Latin America.
In Asia-Pacific, on an average, companies will spend $2.41 million per $1 billion revenue, while the other three regions trail this level of investment with $1.43 million being spent in North America, $1.59 million in Europe and $1.63 million in Latin America, the study said.
The levels of investment are expected to grow by 2015 with spending per $1 billion revenue increasing to $1.98 million in North America, $1.76 million in Europe, $2.72 million in Latin America and $2.85 in Asia-Pacific, it added.