MANILA: Filipino advertisers associate mobile marketing mostly with SMS/text messaging and mobile sites but an increasing number are keen to explore the possibilities of apps, location-based marketing and mobile CRM, a study has found.

The Philippine Association of National Advertisers (PANA), together with mobile marketing agency Mobext, surveyed 87 local mid-to senior marketing executives in a range of industries for the report, Philippine Advertisers' Attitudes Towards Mobile Marketing.

This registered a six-point lift in the proportion of advertisers investing in mobile during the past year – up from 48% to 54% – as smartphones have become more accessible and as telcos have offered data plans that encourage more consumer use of apps and the web.

Most marketers are using the channel for brand awareness (74%) and getting new customers (59%), with the top tools employed being SMS (63%) and the mobile web (63%), followed by mobile social (56%).

Over the coming year, however, 59% of respondents said they intended to increase their spending on mobile apps, while location-based marketing was cited by 52% and mobile CRM by 48%.

"It's a way of thinking," Arthur Policarpio, head of Mobext Asia-Pacific, told Marketing Interactive. "Marketer understanding is expanding and moving beyond SMS-based executions, and this is complemented by improvements in smartphone penetration and connectivity."

But several factors are holding back the faster advance of mobile spending, not least the lack of case studies to prove ROI and the absence of a reliable framework to measure success, both of which were referred to by 59% of respondents.

There are, however, a number of award-winning case studies emerging from the Philippines. A campaign for mobile services business Smart Communications, for example, won a Creative Effectiveness Lion at Cannes and also picked up a Silver in the Warc Prize for Asian Strategy.

This took thousands of inactive, surplus SIM cards and turned them into text books, so lightening children's school bags and helping increase attendance rates and test performances.

Procter & Gamble chose to combine traditional in-store marketing with connected devices, developing an app for tablets that marketers could use to engage consumers, provide information and increase sales.

Alongside the general app was an app specific to Pantene, P&G's shampoo brand, and as a result of the campaign Pantene recorded a 32% increase in the basket size of Pantene products.

Data sourced from Marketing Interactive; additional content by Warc staff