Mobile marketing effectiveness sees improvement in APAC

The survey of marketing and advertising professionals across 17 markets specifically revealed that 59% of APAC marketers currently consider mobile to be a very effective marketing channel, up from 39% in 2015. 

Nearly all ( 92%) of the over 300 individuals surveyed believed that their budgets for mobile would rise this year, with 47% expecting to see growth of more than a quarter. Currently, 60% say they allocate 10% or less of their marketing budgets to mobile, but the majority expect this to have increased by more than 50% by 2021.

The survey was carried out by Warc and the Mobile Marketing Association. 

"These findings reveal a market that is developing its mobile capabilities rapidly," said Amy Rodgers, research editor at Warc.

"Now having four years of data, we can clearly see trends in mobile marketing in the region, revealing progress in investment, integration and use of mobile technologies.

"Budgets are climbing, and over the next few years we expect to see that applied to mobile video and mobile payment systems."