WARC, 26 February 2014
SINGAPORE: Marketers are failing to realise the potential of
mobile marketing across Asia Pacific despite a majority appreciating its
importance, new research has said.
On behalf of the Mobile Marketing Association (MMA), Warc
and the Festival of Media Asia Pacific (FOMAP) polled 316 respondents across 24
markets in Asia Pacific, in the third iteration of research designed to gauge
the attitudes of client-side advertisers and marketing services agencies
towards mobile marketing.
The survey found that 91% of marketers in the region
understood the significance of mobile marketing but 71% of agencies admitted
that most clients did not have formal mobile strategies in place.
Further evidence for the low prioritisation of mobile came
in the discovery that most respondents (78%) allocated 10% or less of marketing
budgets to that channel, although almost all expected to see that grow.
Where formal strategies were in place, the survey found that
mobile was being integrated into other marketing campaigns much more than in
the past, with 40% of respondents reporting close integration, compared with
just 27% in 2013.
But 62% of respondents said they seldom used mobile to gauge
audience interest and engagement in other advertising campaigns, indicating
widespread scope for deeper integration.
"It's clear from the study that there is still a long
way to go before brands and agencies in Asia Pacific understand the full
potential of mobile for reaching consumers," said Edward Pank, Managing
Director at Warc Asia Pacific.
"It is encouraging to see however that those brands
that have taken the leap are now learning to use mobile in innovative ways that
integrate with other marketing activities, demonstrating mobile's gradual move
from the periphery to the centrepiece of marketing strategies," he added.
When asked to identify the greatest barrier to growth of
mobile marketing in 2014, 45% of respondents identified 'skills' in relation to
the emergence of new technology as the greatest challenge.
This aligned with respondents' thoughts on programmatic
buying, with 52% admitting to having little or no knowledge of it although a
majority expected it would become increasingly important.
In terms of mobile innovation, China (43%), Singapore (38%),
Japan (33%) and Australia (31%) were regarded as the countries leading the way,
while travel, transport and tourism topped the rankings for industries.
Data sourced from Warc
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