philippine advertisers attitudes towards mobile marketing 2014

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Our study surveying 87 mid-to-senior marketers of PANA (Philippine Association of National Advertisers) member companies. The study aims to discover how local marketers see mobile as a marketing channel, and what the barriers are for investing more in mobile.

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Page 1: Philippine Advertisers Attitudes Towards Mobile Marketing 2014
Page 2: Philippine Advertisers Attitudes Towards Mobile Marketing 2014

The state of PhilippineMOBILE MARKETING

“Mobile is going to have a bigger impact than the Internet had. The Internet shook us all up. I think that mobile is going to shake us up all the more.” – Keith Weed, Chief Marketing Officer, Unilever

For the second year, Mobext has conducted a joint research with the Philippine Association of National Advertisers (PANA), with the aim of addressing the question: How do Philippine advertisers view mobile as a marketing channel?

Getting responses from 87 mid-to-senior marketers from across different industries, the research uncovers the benefits and barriers that our local marketers see when it comes to harnessing this device that is on every Filipino’s hand.

Here are three main takeaways from the study:1) 54% invest in mobile marketing, and yet more

than half (52%) claim to have only moderate insight on their consumers’ mobile behaviors.

From 2013, the percentage of marketers investing in mobile has risen by 6%. According to Arthur Policarpio, CEO of Mobext Philippines, this

can be attributed to different efforts from various stakeholders: “Local handset manufacturers have introduced very affordable smartphones, telcos have pushed for cheaper--and free--data packages, agencies are integrating mobile into their media plans, and some local brands such as McDonald’s have shown success from mobile. It will only grow bigger next year.”

Policarpio says that these very same stakeholders should also come together to drive more research to understand the mobile behaviors of Filipinos better.

To note, internal mobile insight seems to have improved this year, as in 2013, majority (44%) claimed to have ‘negligible’ insight.

2) The same perceived challenges remain: The lack of a uniform framework to measure ROI is still the biggest barrier hindering non-investors in mobile.

Concerns over ROI is something to be expected from a rapidly-growing medium such as mobile--with so many mobile channels you can use and the lack of uniform analytics, marketers would rather funnel their budget to tested channels. “What’s happening is not any different from how marketers felt about

social media when it boomed. There was a rush to build a presence on social media without having a solid understanding of its real role in the business. For mobile, I suggest that brands take a step back and be clear about what they want to achieve with it. They can then measure mobile’s impact on that goal, versus when they didn’t have any mobile execution.”

3) In the next two years, mobile will be as important as every other media channel.

Despite the challenges, mobile’s influence for marketers is undeniable. “It is the most important medium for our consumers, and it surpasses TV in terms of reach. The missing piece for advertisers is to find ways for mobile to surpass TV in terms of engagement,” comments the country media manager of a top FMCG brand.

Policarpio notes that there is still a lot of work to be done. “Marketers should see mobile beyond the media or campaign aspect. It is a way of thinking—how do we create experiences for my customers in the device that is most relevant to them? “

Page 3: Philippine Advertisers Attitudes Towards Mobile Marketing 2014
Page 4: Philippine Advertisers Attitudes Towards Mobile Marketing 2014

“I’m optimistic that mobile will be able to go around privacy issues and its current ‘intrusiveness.’ Mobile marketing will be subtle and on-demand.”

- Research manager, top pizza chain

“I believe that mobile marketing would be more user-driven. We also have to note that no one medium stands on its own. It’s about the different media channels enriching the user’s experience across different screens.”

- Manager, top insurance company

“Mobile will give marketers a better opportunity to customize communication to their audience, going beyond the usual demographics. At the same time, they can tap this medium to enhance their products/services more quickly by gathering customer insights in real-time.”

- Media Manager, pharma company