Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
  • Nearly three in four (72%) are expecting their mobile budget to increase this year compared to 48% in the previous year.
  • Even though the end of the third-party-cookie has been delayed, three in five marketers are predicting an impact to their business by the ‘death’ of the cookie.
  • Mobile commerce has been accelerated due to the pandemic, with nearly nine in ten marketers having experienced improved m-commerce capabilities.
  • The future of mobile technology seeks to connect the online and offline, particularly through AI and machine learning, mobile wallets and smart homes....

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