Commerce is now the most important consumer behaviour to the mobile marketing industry in Indonesia, a report from WARC and the MMA finds.

Why it matters

Mobile now plays a significant role in the purchase journey, up to and including purchase itself. In a survey of marketing professionals, four in five respondents said they have accelerated their m-commerce capabilities and 72% said commerce was the most significant consumer behaviour for mobile, ahead of watching video and creating content.  

Takeaways 

• Brand awareness, cited by 67%, is the most common key objective when running mobile marketing campaigns in Indonesia.
• Social is...