Gone are the days when a company launched locally, slowly expanding into other markets. Today, businesses are thinking globally from the start, thanks to the ever-expanding use of mobile technologies.

BIA/Kelsey’s US SMB Spending Forecast revealed that by 2015 SMBs will allocate 30 percent of their marketing budgets to traditional advertising (down from 52 percent in 2010), with the remaining 70 percent going to digital/online media, performance-based commerce and customer retention business solutions.

Today, TapSense, an independent mobile advertising exchange released its annual eBook: "A Complete Guide to Mobile Marketing 2015" which provides insights, forecasts and advice on what the mobile landscape will look like in 2015. The report covers mobile advertising industry predictions for 2015 in relation to The Internet of Things, mobile payments, real-time bidding, mobile video advertising and businesses using mobile to think globally. 

Global Mobility

Throughout many parts of the world, mobile is the only way users consume online content.

In developing countries, users often connect to the Internet for the first time via a mobile device, which serves as a more practical way to connect than a desktop. According to the report, publishers like Facebook are empowering advertisers to tailor their ads with dynamic technology like bandwidth targeting, a tool for serving ads appropriate to a user’s network connection.

But how can small to medium sized businesses reach a global user base? According to TapSense CEO Ash Kumar, mobile advertising is key. “Only a focused and developed mobile strategy, one that leverages advances in automation like real time bidding and acknowledges a global market, will yield the kind of massive returns that await tomorrow’s marketers,” he said.

Mobile levels the playing field, allowing SMBs opportunities that in the past were only afforded to worldwide conglomerates with advertising budgets in the millions.

“There is now the potential for small businesses to have global visibility. Thing about the Apple app store for example, you can literally make an app live and just like that, it becomes available in about 150 countries,” said Kumar. “It’s a very exciting time to be a small to medium sized business but it’s imperative to begin to think globally. You can still be present locally but always think globally.”

Wider Ad Reach

The report uses international mobile games manufacturer Rovio, the developer of Angry Birds and Candy Crush, as an example. “Having successfully captured a global audience with their addictive casual games, these publishers offer unprecedented reach for advertisers who are ready and willing to speak to a global user base,” it states.

Currently only 7 percent of total advertising revenues are contributed by digital. According to Gartner, the mobile advertising market is expected to reach $41.9 billion by 2017.

Title image by Lawrence OP  (Flickr) via a CC BY-NC-SA 2.0 license.