Market Data

State of Mobile Marketing in Asia Pacific

By Econsultancy,

This report accompanies the 2015 Digital Intelligence Briefing: Digital Trends Update + State of Mobile in APAC.

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Overview

The State of Mobile Marketing in Asia Pacific report, published by Econsultancy in partnership with the Mobile Marketing Association Asia Pacific, takes a close look at how APAC organisations and agencies are responding to the ever-expanding reach and importance of mobile. The research looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area. The report is based on a survey of more than 800 companies and agencies, carried out in July and August 2014.

The findings, also available as a 60+ slide presentation, are presented for Asia Pacific overall, with key charts broken down for Asia, Australia, China, India and Singapore.

Country-specific presentations

There are also individual presentations available for:

What you'll learn

The survey findings are divided into the following sections:

  • Mobile traffic and revenues
  • Mobile strategy
  • Mobile channels and technologies
  • Mobile budgets
  • Understanding and measurement
  • Barriers to mobile success

Highlights include:

  • Investment in mobile is on the rise, but few organisations have a strategy in place
  • Mobile coupons, mobile commerce and location-based marketing emerge as investment priorities
  • Measurement is a major stumbling block

Who should read this report?

The report is essential reading for both in-house marketers and agency professionals based in Asia Pacific, as well as those outside the region looking to conduct business in APAC, who want to understand how the mobile marketing landscape is evolving in the region, the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area. 

Table of contents

  1. Executive Summary
    1. Methodology
    2. About Econsultancy
  2. Foreword
    1. About the Mobile Marketing Association Asia Pacific
  3. Findings
    1. Mobile traffic and revenues
    2. Mobile strategy
      1. Retail attitudes towards mobile
    3. Mobile channels and technologies
      1. Mobile optimisation
      2. Mobile channels and technologies currently being used
      3. Plans for mobile channels and technologies
    4. Mobile budgets
      1. Mobile-specific budgets
      2. Current mobile spend
      3. Future mobile budget plans
      4. Planned increase in mobile budgets
    5. Understanding and measurement
      1. Measuring cross-channel influence
      2. Using data to optimise mobile activity
      3. Understanding mobile ROI
      4. Perceived understanding of senior managers
    6. Responsibility for mobile marketing and commerce
    7. Barriers to mobile success
      1. Most significant barriers
      2. Specific local barriers
      3. Single biggest barrier to increasing mobile revenue streams
      4. Most common mistakes
  4. Appendix: Respondent Profiles
    1. Transactional websites
    2. Geography
    3. Job role
    4. Business sector
    5. Business focus

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.

Downloads

  • Pdf SAMPLE: State of Mobile Marketing in Asia Pacific (678 KB PDF)
  • Pdf Disabled State of Mobile Marketing in Asia Pacific (1.75 MB PDF)
  • Pdf Disabled Presentation: State of Mobile Marketing in Asia Pacific (3.61 MB PDF)

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