State of the industry: Mobile marketing in Asia Pacific

This report summarises the findings of Warc's mobile marketing survey conducted in Asia Pacific to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.
  • It finds that mobile is regarded as an important marketing channel but is yet to fulfil its potential, as the majority of brand owners have yet to formalise a mobile marketing strategy.
  • However, those that do have a formal strategy are integrating it with other marketing activity, predominantly with social media, online search and TV.
  • Mobile still accounts for less than 10% of most marketing budgets but it's believed this will grow in the near future.
  • As new technology emerges, 'skills' has been cited as the greatest barrier to the growth of mobile, ahead of consumer concerns...

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