During the last few years, the art of advertising has been in a state of dynamic transition. A big part of the business is now mobile marketing – an increasingly growing trend on the UK digital marketing scene. By the end of this year, mobile ad business is expected to overtake print and grow by 96%, says a recent report by eMarketer. But that's not all. By 2016, the revenues from UK mobile marketing – a smashing £4.5 billion – will surpass those brought by TV advertising.

Industry experts predict that mobile ad business is right now taking a huge leap forward – more than 75% of UK companies are already planning to integrate mobile advertising into their future marketing campaigns.

Why has mobile marketing become so important recently? Mainly due to the staggering amount of mobile devices currently used in the UK, which boasts the highest smarthphone usage in the world. The widespread fashion for smartphones, 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, a fact that illustrates the rapid growth of the industry.

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. A report issued by Econsultancy points out that the efforts made in transitioning from traditional marketing channels to digital or mobile still leave much room for improvement.

Nevertheless, the future of mobile marketing looks bright, with UK companies finally acknowledging technology's impact on the ways we consume goods and services, changing the business advertising to incorporate new media.