MANILA – Mobile marketing has made further strides in the Philippines, with more marketers investing in the platform while marketer satisfaction over mobile ROI has improved.
The findings were revealed in the second Philippine Advertisers Attitudes Towards Mobile Marketing study conducted by Mobext, the mobile marketing agency brand of the Havas Media Group, and the Philippine Association of National Advertisers (PANA).
The survey gathered responses from 87 mid-to-senior marketers, and was conducted from June to August of this year.
Among the findings:
- 54% of Philippine marketers invest in mobile – up by 6% from 2013.
- Majority (52%) of marketers have a ‘moderate’ understanding of the mobile habits of their consumers. This is an improvement from last year, when the majority (45%) claimed to have ‘negligible’ insights.
- SMS and mobile sites are currently the top two tools being used by current mobile marketers, but in the future, the top three areas they would like to explore are mobile apps, location-based marketing, and mobile CRM.
- The biggest barrier hindering more mobile spending is the lack of case studies to prove ROI. Interestingly, concerns over the limited reach of smartphones have decreased (by 44%).
- 53% of current non-investors in mobile said they will increase their efforts in the space in the next 12 months.
The study also featured personal opinions of the marketers that were surveyed.
Arthur Policarpio, CEO of Mobext Philippines, said about the study: “The outlook for mobile marketing in the Philippines is very promising for next year. Marketer understanding is expanding and moving beyond SMS-based executions, and this is complemented by improvements in smartphone penetration and connectivity. Another important development from the previous year is that we are seeing more local success stories in mobile, which helps ease the barriers for first-time mobile marketers.”
