Warc in partnership with the Mobile Marketing Association on behalf of the Festival of Media Asia, has conducted a study highlighting the fundamental disconnect facing marketers. Brands in Asia-Pacific are struggling to develop formal mobile strategies, putting the future effectiveness of their marketing programmers at risk, even as they realize the power and potential of mobile.
The survey found that an overwhelming majority of Asian marketers believe mobile will play a major part in next year: 90% of respondents, including 90% of client advertiser respondents, rated mobile as ‘very important’ or ‘quite important’ to their 2013 plans. However, only 29% of brand advertiser respondents admitted they currently have a formal strategy for mobile. Among agency respondents, 42% reported that the majority of their clients had no mobile strategy. Overall, expenditure in mobile is growing, but not exponentially so. Only 38% of respondents reported mobile spend growth of more than 25%. The lack of skills in mobile marketing is viewed as the biggest obstacle to growth in the region: 33% of respondents cited this as a factor.
Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific said, “There’s no question now that mobile marketing will be an integral part of campaigns moving forwards. The tools and technology are out there, but brands and agencies have to be willing to take risks in order to make most of the opportunity.”
