New Mobile Marketing Association survey across Asia-Pacific finds marketers don't yet have formal mobile strategies in place yet budgets are expected to rise significant in the next year
Mobile marketing budgets are expected to rise sharply in the next year as brands look to capitalise on what has become an increasingly preferred channel choice for consumers.
A new Asia-Pacific survey undertaken by Warc for the Mobile Marketing Association (MMA) in partnership with The Festival of Media Asia 2014, found 90 per cent of respondents predict a substantial rise in budgets for mobile marketing, with 34 per cent expecting increases of up to 75 per cent.
At present, most organisations don’t currently have formal mobile strategies in place, and less than 10 per cent of current budgets are being allocated to mobile.
The survey was conducted in July and August and involved 336 client-side advertisers and marketing services agencies across the Asia-Pacific region.
Over the next year, marketers said app development and mobile display ads will be their preferred channels. This mix was expected to change significantly over the next five years, with social marketing, app development and mobile-based content becoming the most popular activities.
While 33 per cent of those surveyed plan to use SMS marketing in 2013/2014, this is also expected to drop in popularity, and only 11 per cent saw themselves using the channel in five years’ time.
Price and social factors key with rising number of mobile retail buyers: report
CMOs using mobile apps to drive customer loyalty
Smartphones dominate pre-purchase activities in shops
“Over the last six months since the first iteration of the survey, we are seeing a shift in attitude away from tapping mobile execution tactically to a more strategic imperative,” MMA managing director for Asia-Pacific, Rohit Dadwal, commented.
“We expect to see substantial growth in budget allocations as mobile becomes a key part of the overall marketing mix.”
Top consumer behaviour trends fuelled by mobile are mobile payments (74 per cent), multi-screening (67 per cent) and show rooming (51 per cent).
The MMA survey also found consumer concerns over privacy and security as the biggest barriers holding the industry back (42 per cent of respondents), followed by lack of required skill sets and insufficient budgets. Dadwal warned marketers not to overlook the privacy factor and called for more education for consumers on how their information is being collected and used.
Respondents were also asked their opinion of the brands best using mobile as a marketing channel today, and nominated Samsung as the most innovative. The technology company was followed by Coca-Cola (16 per cent) and Nike (10 per cent).
From an industry point of view, retail was nominated by 40 per cent of respondents as the most innovative users of mobile marketing to date.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation