Warc, 7 August 2013
SHANGHAI: The huge uptake of smartphones in China has
enabled more than one in three of the nation's marketers to test or incorporate
mobile as part of their campaigns, according to a survey from Experian
Marketing Services.
In its "Mobile Marketing in China" report, the
UK-based information services company found that 36% of its sample of 321
Chinese marketers have already tested mobile marketing to reach audiences,
while 16% have used mobile as their regular marketing channel.
With the Chinese mobile market expected to grow to a total
of 500m devices in use by the end of 2013, 84% of respondents said they expected
sales via mobile devices to increase significantly this year.
Chris Yao, managing director of Experian Greater China,
said: "Mobile marketing is now bringing ample opportunities for Chinese
businesses of all sizes to engage with their vast consumer base more
effectively."
He added: "The business opportunity is tremendous, and
we expect to see marketers adopt ground-breaking innovations in China's highly
competitive and segmented markets."
SMS emerged as the mobile channel cited by respondents as
being the most important method of communicating with customers. 29% of
marketers from the B2B and B2C sectors said they regarded SMS as their core
means of communication.
However, mobile-optimised email, software custom application
and the use of barcodes also gained ground and are expected to grow in 2013.
Despite the overall optimistic response from the survey, the
results also suggested that Chinese marketers still expect some obstacles to
growth.
Respondents pointed to a lack of multi-channel strategies,
poor corporate support at a senior level, and inadequate in-house resources as
being short-term impediments to the launch of effective mobile campaigns.
Data sourced from Experian; additional content by Warc staff
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