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Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report

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Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report

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Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.

Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.

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Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report

  1. 1. Philippine Advertisers Attitudes to Mobile Marketing 2014
  2. 2. INTRODUCTION . . For the second year, Mobext has conducted a joint research with the Philippine Association of National Advertisers (PANA), with the aim of addressing the question: How do Philippine advertisers view mobile as a marketing channel? Mobile is a low-hanging fruit for Philippine marketers, ripe for the picking: Data from Nielsen1 projects that smartphone penetration will triple by 2015, while Millward Brown’s global AdReaction study shows that smartphones take up more screen time than TV or desktops.2 But this has yet to resonate with marketers’ investment in the medium. On one hand, there are those who perceive it to be a complex medium because of the various mobile tools they can use. On the other hand, there are those who do not see mobile’s uniqueness from laptops and PCs. The primary purpose of this research is to uncover the perceived benefits and barriers of our marketers when it comes to mobile. But apart from that, this also serves as a comparative study to see how attitudes and investment in mobile have changed in the past 12 months. The study was conducted last June to August 2014 through an online survey using PANA’s member database. We have gathered responses from 87 mid-to-senior marketers from across different industries such as FMCGs, Real Estate, Retail, Pharmaceuticals, QSRs, Banking and Insurance, and Utilities and Services. 1 OnDevice Research 2014, Philippines Mobile Internet Trends, https://ondeviceresearch.com/blog/philippines-mobile-internet-trends 2 Millward Brown AdReaction 2014, http://www.millwardbrown.com/adreaction/2014/#/
  3. 3. Are Philippine advertisers investing in mobile marketing? 54% YES 2013 2014 48% YES From 2013, the percentage of marketers investing in mobile rose by 6%. We see three main factors contributing to this growth. First, smartphones are becoming more accessible, with several local manufacturers producing quality devices at competitive prices. Secondly, the telcos have launched new data plans and bundles to encourage mobile web and app usage. Lastly, marketers are now seeing case studies from local brands who have found success in mobile.
  4. 4. Marketers’ view of mobile is expanding 85 55 2013 2014 66 70 77 51 76 72 SMS / text messaging On-the-go, mobile customer service Mobile ads Mobile apps *Respondents were allowed to choose more than one. In 2013, mobile marketing was, by and large, heavily associated with SMS or text messaging. This year, we are seeing that marketers’ perspectives are balancing out. Though SMS is still top-of-mind, mobile ads and mobile apps are increasing their mindshare. What comes to mind when you hear the phrase ‘mobile marketing?’
  5. 5. Insight on mobile behavior is improving In 2013, the majority (45%) of the respondents claimed to have negligible insights when it comes to the mobile behaviors of their consumers. Consequently, 58% of them said at the end of the survey that they would increase their investment and research within the next 12 months. The result seems to be evident this year, as more marketers have moved up to having ‘moderate’ level of insights. How much insight do you have on the mobile behavior of your consumers?
  6. 6. More marketers are using third party organizations for their mobile strategy 2013 2014 This is in line with the increased intent to build mobile expertise. The study did not make a distinction though between digital agencies and specialist mobile agencies. Are you using a third-party organization for your mobile strategy?
  7. 7. Mobile is mainly used for brand awareness The great potential of mobile lies in the fact that it is the only device present throughout our consumers’ purchase journey. This is why marketers should aim to create mobile moments in every step. Right now, mobile is mostly used by marketers to raise brand awareness and attract new customers. What is the role of mobile in your marketing? *respondents allowed to pick more than one
  8. 8. SMS and mobile sites are currently the top two tools used by local marketers What mobile tools are you investing in now? *respondents allowed to pick more than one
  9. 9. But majority plan to increase spend on mobile apps, location-based marketing, and mobile CRM Where do you plan to invest in the next 12 months? *respondents allowed to pick more than one
  10. 10. Top 3 breakout areas Today, mobile commerce does not only mean paying via mobile. It is about optimizing the whole purchase journey for smartphone-dependent consumers—from the time they search, look for reviews, consult their social circles, all the way to buying. It involves mobile search, mobile-optimized websites and ordering sites, mobile coupons, and other tools that can pull customers closer to conversion. Mobile coupons offer a new way to redeem deals and discounts. Not only does it offer more convenience for consumers , but also for brands and retailers. Mobile coupons are more cost efficient to produce and distribute, plus, campaign results are easier to measure. The key thing for mobile coupons to work is simplicity. If you can make the whole redemption process as fast and easy as with paper coupons, you will win. Our mobile phone is our most personal device, and its potential for CRM is tremendous. Through mobile, marketers have a channel for one-to-one and real-time messaging. Whether it is through SMS loyalty programs or through mobile apps that provide utility to consumers, the key is relevant and progressive re-engagement over time, and not just one-off campaigns. These three areas showed the biggest jump when it comes to current levels of investment vs. intended levels of investment Mobile CRM + 7% mCommerce +8% Mobile Coupons +9%
  11. 11. Lack of case studies is seen as the biggest barrier to increased mobile spending, while concerns over limited smartphone reach has dramatically decreased *respondents allowed to pick more than one
  12. 12. Mobext view: Addressing mobile marketing barriers For mobile, we suggest that brands take a step back and define exactly what they want to achieve with mobile. Is it to get more leads? Increase sales? Increase customer engagement? Next is to define what mobile tool best fits with that goal. Yes, an app would be a great asset, but it is more suitable for brands who already have a follower base and are looking for more engagement. If you are looking to get more leads, investing in mobile discoverability—via mobile ads, mobile search, and mobile optimized sites—would be more advisable. Once you get your results from your mobile campaign, the best way to analyze the ROI of mobile is to compare it versus how much you are spending and getting from your other media channels. Going back to the PANA study, another interesting finding is that marketers are becoming more optimistic when it comes to smartphone penetration. In 2013, 74% of advertisers cited it as the biggest reason why they are limiting their budget on mobile. But with a healthy surge in smartphone adoption—thanks to more affordable handsets— marketers know that it is only going to grow exponentially in the next months. When it comes to mobile innovation, a year lost in waiting is equivalent to dog years. Marketers should experiment on mobile now because it will be much harder to catch up. Concerns over ROI is something to be expected from a rapidly-growing medium such as mobile: with so many mobile channels you can use and the lack of uniform analytics, marketers would rather funnel their budget to tried-and-tested channels. This is not any different from how marketers felt about social media when it boomed. There was a rush to build a presence on social media without having a solid understanding of its real role in the business.
  13. 13. How will mobile’s role change vs. other media channels in the next 2 years? Mobile’s importance will equal TV, print, radio, online, and social channels
  14. 14. TV 47% -Mobile = TV 44% -TV > Mobile 9% -Mobile > TV Radio 50% -Mobile = Radio 26% -Mobile > Radio 24% -Radio > Mobile Print 41% -Mobile = Print 38% -Mobile > Print 21% -Print > Mobile Social 59% -Mobile = social 26% -Mobile > social 15% -Social > mobile Online Ads 47% -Mobile = online ads 37% -Mobile > online ads 15% -Online ads > mobile Out of Home 44% -Mobile = OOH 38% -Mobile > OOH 18% -OOH > mobile In-store 39% -Mobile = In-store 33% -Mobile > In-store 27% - In-store > mobile Online Search 47% -Mobile = online search 44% -Mobile > online search 9% -Search > mobile Only 9% said mobile will be more important than TV in 2 years, showing that TV is still considered the primary screen by marketers
  15. 15. Marketers satisfied with mobile ROI doubled this year 2014 This is one of the main highlights of this year’s study. Even though majority of marketers still find that it is too early to determine the ROI of mobile, the percentage of those who are satisfied with mobile’s ROI almost doubled. Several brands have already graduated from a more ‘experimental’ approach when it comes to mobile marketing and are now seeing its direct effect on their business. For those who have yet to try out mobile, our recommended approach is to start small to measure results better, and then optimize accordingly.
  16. 16. 53% of current non-investors in mobile will increase investment & research next year Next year seems to be a promising year for mobile, as more than half of our respondents said that they will invest more resources into mobile marketing. How mobile’s role will change for your company in the next 12 months?
  17. 17. Current non-investors are most keen to launch mobile-social and mobile apps in the near future Where do you plan to invest in in the near future? *respondents allowed to pick more than one
  18. 18. “It is the most important medium for our consumers, and it surpasses TV in terms of reach. The missing piece for advertisers is to find ways for mobile to surpass TV in terms of engagement.” Country Media Manager, top FMCG company How do local marketers see mobile as a marketing channel? “Consumers' accessibility to information is greater as penetration of mobile/ mobile internet is continuously growing. It will just be a matter of which industry will capitalize on it--offhand, I think retail industry will largely benefit from this. From the traditional promo print ads, they can divert these efforts to mobile marketing - people can get promos in real-time and can attract both impulse and planned buying trips.” Group Product Manager, top processed meat company
  19. 19. “Mobile will give marketers a better opportunity to customize communication to their audience, going beyond the usual demographics. At the same time, they can tap this medium to enhance their products/services more quickly by gathering customer insights in real time. Media Manager, top pharmaceutical & personal care company “It will be a permanent part of the marketing mix. Any one who does not engage will be considered foolish and from the dark ages. It shall form part of the media plan to directly hit certain target markets.” Assistant Vice President, real estate company “It could be a great platform to reach segmented geographic locations and cut across income brackets because every person on the street, whether rich or poor, has a cellphone, especially in the Philippines. “ Assistant Vice President, retail bank
  20. 20. “ I’m optimistic that mobile will be able to go around privacy issues and its over-intrusiveness in the life of the mobile user. Advertising will be subtle and on-demand. “ Research Manager, top pizza chain “It will blur the line between above-the-line (ATL )and below-the-line (BTL) marketing. Mobile will be a necessity.” Marketing Services Manager, leading milk company “The increase in the number of smartphone users will be directly proportional to the increase of demand for mobile programs and marketing initiatives. The growing middle class and their increased spending power will likewise dictate the next set of applications and programs that can be introduced to the market. On the other hand, security and privacy issues will remain a concern since intrusive marketing can be seen as spam or fraud.” Marketing Services Head, retail bank
  21. 21. “I believe that it would be more user-driven. What is also important to note is that it seems that no one medium would stand on its own; rather, the trend seems to be in one medium enriching the user experience of the other. For example, local TV viewers are using Twitter to complement the viewing experience, allowing them to reach fellow viewers. This is the first step for brands to create communities later on.” Manager, insurance company
  22. 22. about mobext We provide everything you will need for a successful mobile program or campaign. STRATEGY •Mobile consumer research •Mobile marketing insights •Mobile marketing audit MEDIA •Mobile advertising •Mobile-social •Mobile videos CREATIVES •User experience design TECHNOLOGY •Mobile app development •Mobile site development •SMS •Mobile commerce •Mobile CRM solutions •Augmented Reality & Image Recognition Visit us: www.mobext.ph For press inquiries: Trish Elamparo Marketing Manager trish.elamparo@mobext.com For business inquiries: Raymon Cayabyab General Manager mon.cayabyab@mobext.com mobext is a global mobile marketing agency network, with 23 offices worldwide. In the Philippines, we work with brands big and small to create mobile solutions for marketing and business.

Hinweis der Redaktion

  • : “Local handset manufacturers have introduced very affordable smartphones, telcos have pushed for cheaper--and free--data packages, agencies are integrating mobile into their media plans, and some local brands such as McDonald’s have  shown success from mobile. It will only grow bigger next year.”
    Policarpio says that these very same stakeholders should also come together to drive more research to understand the mobile behaviors of Filipinos better.
  • Mobile marketing isn’t just thought of as SMS anymore More balanced perspective last year, SMS was 85% , but this year, the perspectives aer almost equal among mobile ads, apps, on the go , slowly , going beyond mobile marketing with just SMS.
    Approacing it more forom a holistic basis
  • Mobile CRM: 6-13 (+7)
    Mobile Commerce: 2-10 (+10) – Movement from paying via mobile to using mobile throughout the purchase funnel. Sites like Lazada and Zalora have eased us into it
    Mobile Coupon: 2-11. Form of mobile commerce. Redeem coupon and show. McDonald’s started it.
  • Sms is still a top area of investment, however, there’s a big jump in investment in creating mobile properties for bransd, whether mobile sites or apps, and investing in mobile social. Big story !
  • Use 2014 data only
  • Mobile CRM: 6-13 (+7)
    Mobile Commerce: 2-10 (+10) – Movement from paying via mobile to using mobile throughout the purchase funnel. Sites like Lazada and Zalora have eased us into it
    Mobile Coupon: 2-11. Form of mobile commerce. Redeem coupon and show. McDonald’s started it.
  • Concern now is case studies to prove ROI, a reliable framework , and consumer privacy issus Biggest improvement – technological constraints. Limited smartphone penetration and poor connectivity not the biggest barrier anymore. Marketers have also seen improvements in internal and external mobile expertise
  • Marketers ponder the place of mobile in the media mix
  • Use 2014 data only
  • In 2013, 22% are satisfied with mobile ROI in 2014, 41% are satisfied. Marketers who see returns on mobile have doubled a lot of brands are still in the experimentl stage. OR they don’t have a frameowrk to measure ROI. going beyond experimental stage. Early results are encouraging.

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