Ninety-percent of Asian marketers believe that mobile will play a major role next year, but only 29% of brand advertisers currently have a formal mobile strategy, according to new research.
The study, conducted by Warc in partnership with Mobile Marketing Association on behalf of The Festival of Media Asia, highlighted that marketers in the region want to go mobile but are suffering from a mobile strategy disconnect.
Furthermore, 42% of agency respondents noted that the majority of their clients currently had no mobile strategy in place.
The survey asked marketers across the region which types of mobile marketing they were most interested in, with top responses citing mobile app development (49%), mobile display (48%) and mobile-based social marketing (46%).
In five years time, app development (46%) and mobile-based social marketing (44%) are expected to be top priorities for marketers, with mobile display deemed less important at just 36%.
However, it was a lack of education or a lack of skills in mobile marketing that respondents cited as the biggest obstacle holding back mobile growth across the region, with 33% of respondents stating so.
“The study underlines the marketing industry’s uncertainty when it comes to the rapidly expanding mobile channel,” says Warc Asia-Pacific managing director Edward Pank. “Both 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. It’s clear that there’s a lot of work to be done in this area in 2013.”
Japan (16%) and South Korea (15%) are viewed as the most innovative countries for mobile marketing across the region, followed by China (11%) and Singapore (9%).
“There’s no question now that mobile marketing will be an integral part of campaigns moving forwards,” says Mobile Marketing Association Asia-Pacific managing director Rohit Dadwal. “The 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.”
Across the region, Samsung came out on top as the most admired brand in terms of its mobile presence, dubbed an ‘innovative mobile marketer’ by 10% of respondents, followed by Coca-Cola (9%), Nike, McDonald’s and Starbucks (4% each).
The study was conducted in February 2013 aimed at gauging the attitudes of client-side advertisers and marketing services agencies towards mobile marketing. The survey attracted 225 responses from across 18 markets in Asia-Pacific.
Click here to view the full report.
“This survey bears out what we already suspect, which is that mobility is something that marketers desperately want to understand better,” says The Festival of Media founder and C Squared chief executive Charlie Crowe. “In response to industry demand, this year’s Festival of Media Asia will be examining the different facets of mobility: national mobility, social mobility, and more.”
WPP chief executive Sir Martin Sorrell will be among a host of high-profile speakers at this year’s The Festival of Media Asia, which takes place at the W Singapore – Sentosa Cove from March 3-5, 2013. For more information on speakers, the agenda and how to book tickets click here.
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