The study, in partnership with Mobile Marketing Association, done on behalf of Festival of Media Asia shows marketers want to go mobile but have yet to build strategiesÂ
BestMediaInfo Bureau | Delhi | February 22, 2013
A new study, conducted by Warc in partnership with Mobile Marketing Association on behalf of the Festival of Media Asia, has highlighted the fundamental disconnect facing marketers today. Brands in Asia-Pacific are struggling to develop formal mobile strategies, putting the future effectiveness of their marketing programmes at risk, even as they realise the power and potential of mobile.
The study, conducted in February 2013, was designed to gauge the attitudes of client-side advertisers and marketing services agencies towards mobile marketing. The survey gained 225 responses from 18 markets in Asia-Pacific.
It found that an overwhelming majority of Asian marketers believe mobile will play a major part in next year:Â A dominant 90% of respondents, including 90% of client advertiser respondents, rated mobile as âvery importantâ or âquite importantâ to their 2013 plans. However,Â only 29% of brand advertiser respondentsÂ admitted they currently haveÂ a formal strategyÂ for mobile. Among agency respondents,Â 42% reported that the majority of their clients had no mobile strategy.
âThe study underlines the marketing industryâs uncertainty when it comes to the rapidly expanding mobile channel,â said Edward Pank, Managing Director atÂ WarcÂ Asia Pacific. âBoth brands and agencies in Asia recognise that mobile will be an important platform for reaching consumers. But the medium is so new and developing so rapidly, that many brands are still working out how best to use it. Itâs clear that thereâs a lot of work to be done in this area in 2013.â
âThereâs no question now that mobile marketing will be an integral part of campaigns moving forward,â saidÂ Rohit Dadwal, MD,Â Mobile Marketing AssociationÂ Asia Pacific. âThe tools and technology are out there, but brands and agencies have to be willing to take risks in order to make the most of the opportunity.â
The survey asked which types of mobile marketing Asia-Pacific marketers were most interested in this year, and which they expected to be important in five yearsâ time. The top responses for 2013 mobile programmes were app development (cited by 49% of respondents), mobile display (48%) and mobile-based social marketing (46%).
âThis survey bears out what we already suspect, which is that mobility is something that marketers desperately want to understand better,â said Charlie Crowe, Founder of Festival of MediaÂ and CEO ofÂ C Squared. âIn response to industry demand, this yearâs Festival of Media Asia will be examining the different facets of mobility: national mobility, social mobility, and more.â
App development and mobile-based social marketing are still expected to be top priorities in 2018 (cited by 46% and 44%, respectively). But mobile display is expected to be less important â just 36% expect it to be a priority in five yearsâ time. Interestingly, mobile-based content is expected to grow in importance over the period: 32% rate it as a priority this year, but 40% expect it to be a priority in five years. Overall, expenditure in mobile is growing, but not exponentially so. Only 38% of respondents reported mobile spend growth of more than 25%.
Among the studyâs other findings:
Detailed survey findings can be downloaded fromÂ www.warc.com/mobileasia
More information will be revealedÂ at the Festival of Media Asia 2013.
The Festival of Media Asia 2013 takes place at the W Singapore â Sentosa Cove from 3-5 March 2013 in Singapore. The 2013 event will bring together a host of new features for attendees to enjoy including a stronger awards programme, the launch of the global Media Accelerator Programme (M.A.P) alongside an outstanding line-up of speakers.