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BizReport : Mobile Marketing : September 02, 2013

Asia-Pacific marketers set to boost mobile marketing budgets

Nine out of ten marketers in the Asia-Pacific region predict a significant rise in mobile marketing budgets, as mobile becomes part of the wider budget rather than a standalone activity.

by Helen Leggatt

Conducted by WARC for the Mobile Marketing Association, the Asia-Pacific survey reveals that 90% of marketers predict mobile marketing budget increases of anywhere up to 75%.

Driving the interest from marketers is an increasing preference and adoption of the mobile channels by consumers in the region. Respondents to the survey, which included 336 client-side advertisers and marketing services agencies across the Asia-Pacific region, believe that over the next five years their marketing activities will largely be driven by mobile content marketing as well as social marketing and app development. However, just 11% see SMS playing a big role in marketing within that time.

"Mobile is definitely becoming part of the larger budget rather that a standalone expense. More brands are making it part of their overall marketing budget," Rohit Dadwal, Singapore-based Managing Director for the MMA Asia Pacific region told Business Today. "Spends are going to grow as this medium is more measurable compared to others."

The survey also addresses consumer concerns surrounding mobile use. Worries about security and privacy continue to be the biggest barriers (42%) followed by lack of skills and insufficient budgets. The key to breaking down barriers is, says Dadwal, educating consumers about how information is collected and used.

Image via Shutterstock

Tags: APAC, Asia-Pacific, marketing budgets, MMA, mobile marketing, mobile trends

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