What Aussie Mobile Marketers Can Learn From Asia

What Aussie Mobile Marketers Can Learn From Asia
SHARE
THIS



In this opinion piece, Marin Software’s Paul Korber (pictured below) highlights what Aussie marketers can learn from their Asian counterparts in the mobile space.

Paul Korber, Marin Software

Paul Korber, Marin Software

Australia may be accredited with creating the term ‘selfie’ and have some of the highest social media usage in the world, but it pales in comparison to Asia’s mobile uptake. Asia has 2.5 billion smartphone users, with China being the world’s largest smartphone market, and South Korea has one of the highest smartphone adoption rates in the world. The latter is unsurprising to some, seeing as South Korea is home to Samsung, who currently holds 20 per cent of market share in smartphone sales worldwide.

Due to digital development in Asia leapfrogging several stages, consumers in the region have gone directly to a mobile internet. Because developments in technology have outpaced the growth of a middle class in several Asian regions, users did not take the traditional pathway of transitioning from computer to laptop, and finally to mobile. This has resulted in a less responsive market to desktop advertising and, instead, has presented mobile as the best platform for brands working within Asia.

In our recent whitepaper, The State of Digital Advertising 2017, we discovered that mobile- only advertising methods, such as in-app advertising and direct messaging (SMS/MMS), were most popular amongst advertisers in Asia. The whitepaper was based on a study which surveyed over 500 marketing professionals globally from both agencies and brands.

The study showed that nearly two-fifths of Asian advertisers (39 per cent) reported they invest in in-app advertising on mobile, and the same percentage investing in SMS/MMS/direct message marketing. This is compared to an average of 27 per cent of advertisers globally who reported investing in in-app advertising, and 17 per cent who reported investing in SMS/MMS advertising. Of the latter, only 12 per cent of US marketers reported investing in direct message advertising.

What does this mean?

The mobile ecosystem in Asia surpasses that of any other region, and this is in part due to its competitive ecommerce industry pushing innovation in mobile advertising and payments. When we look at how the Asian market sits globally in our industry, it is clear that Asia leads the charge in engaging mobile-only consumers. This gives the rest of the world a chance to look at what’s around the corner and forecast how mobile-only advertising methods will perform in their own markets.

As smartphones and mobile shopping become increasingly ubiquitous, other markets should be looking to the work of Asian marketers to gain insight into what lies ahead, and adapt their marketing strategies accordingly.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]