A newly released study has revealed that despite the current underspending, the outlook on mobile marketing by local advertisers is still positive.
The survey, titled “Philippine Advertisers’ Attitudes Towards Mobile Marketing,” was conducted Mobext, the mobile marketing arm of the Havas Media Group.
Done in partnership with the Philippine Association of National Advertisers (PANA), the study was conducted from March to May 2013, getting the opinions of 78 mid-to-senior level marketers from top companies.
The respondents represent a variety of verticals including retail, food service, fast-moving consumer goods, health and wellness, automotive, real estate, and media.
The main objective of the study was to find out why Philippine advertisers underspend on mobile despite the increased penetration of smartphones and the growing population of users who access the internet exclusively via mobile.
Some of the findings of the study include:
• Forty-eight percent (48 percent) of the surveyed respondents invest in mobile marketing, with all verticals represented.
• The top three primary benefits of mobile cited by marketers are: the ability to target consumers on-the-go (84 percent), the ability to make personalized/targeted communications (77 percent), and real-time messaging (65 percent).
• Forty-four percent (44 percent) consider their insights on their target market’s mobile usage behavior to be “negligible,” and only 7 percent say they have full insight.
• Mobile is gaining importance vis-a-vis traditional and digital media channels: Of current investors, 53 percent said it will be as important as TV and 71 percent said it will be as important as social media marketing in the next two years.
• Advertisers currently investing in mobile marketing view technological constraints as the biggest barriers to increased spend. For non-investors, they cite lack of expertise and standard metrics in mobile hinder investment.
• The outlook for mobile marketing in the Philippines is very positive: Fifty-eight percent (58 percent) of current non-investors in mobile said that they would increase their investment, research, and experimentation in the medium in the next 12 months.