Asia-Pacific rises above the marketing pack for mobile strategy, customer interaction

Latest Econsultancy Quarterly Digital Intelligence Briefing on Mobile Excellence shows Asia-Pacific is ahead of Europe and US on long-term mobile strategy and ROI

More Asia-Pacific marketers are using mobile apps to interact with customers and have defined mobile strategies than their North American and European counterparts.

These are some of the top-line findings of the latest Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence report produced by Econsultancy in association with Adobe. The research was based on surveys of nearly 3000 marketing and digital professionals both client and agency-side, 28 per cent of which were based in Asia-Pacific including Australia.

According to the report, 38 per cent of Asia-Pacific marketers have a defined mobile strategy that extends to at least 12 months, a higher percentage than those in Europe (34 per cent) or North America (31 per cent). In Australasia, the percentage of organisations with a defined mobile strategy was even higher, at 41 per cent.

In addition, one-third of regional respondents agreed mobile activities are central to overall business and how they engage with their customers.


Graph: 'Our mobile activities are central to our overall business and how we engage with customers'

Mobile apps are also big business in Asia-Pacific, with 48 per cent of respondents agreeing or strongly agreeing that conversion rates of customers through apps is higher than through mobile Web. This contrasted with 26 per cent in Europe and 27 per cent in North America.

Mobile apps are most commonly used by Asia-Pacific marketers to share content (81 per cent) or to interact with customers (67 per cent). In comparison, 59 per cent of European and 58 per cent of North American respondents said they were using mobile apps to interact with customers.

The report found Asia-Pacific respondents demonstrated more confidence in measuring the success and ROI of mobile apps than their global peers, with 47 per cent strongly agreeing or agreeing they could measure mobile just as well as their websites. This figure dropped to 35 per cent in Europe and 30 per cent in North America.

In a sign of just how prolific smartphones are in this region, the Econsultancy report also found 70 per cent of regional mobile traffic comes from smartphones, compared to 61 per cent in North America and 60 per cent in Europe.

“The state of ‘mobile-first’ has already arrived in Asia-Pacific,” said Adobe president for Asia-Pacific, Paul Robson. “The results of this research show that Asia already has mobile-centric business strategies firmly in place, while Europe and North America are still scrambling to redesign their more traditional business models and workflows.”

Globally, top activities in mobile-related marketing include measuring user engagement and ROI (51 per cent of company respondents versus agencies), personalisation (51 per cent versus 51 per cent), optimisation (49 per cent versus 40 per cent), mobile messaging (44 per cent versus 42 per cent) and cross-channel tracking/visitor stitching (29 per cent versus 27 per cent).

However, the global results proved a significant part of the global marketing community still has a way to go to truly embrace mobile. Only 19 per cent of respondents currently believe they are a mobile-first organisation, up from 13 per cent in 2014, while 23 per cent disagreed.

About half understand how mobile fits into the customer journey across devices and channels, and only 25 per cent can track customers across different devices when they choose to authenticate and login to the experience

Against this, Econsultancy found mobile spend is rising in 2015. Sixty-one per cent of global respondents plan to increase mobile investments this year, and one-third have budget specifically allocated to experimenting with mobile over the next 12 months. On average, mobile accounts for 15 per cent of overall digital spend.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in