What Aussie Mobile Marketers Can Learn From Asia
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
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.
Latest News
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Gen Z and Millennials are turning to Pinterest to shop for products that reflect their desire for fresh looks after months spent indoors with limited social interactions. While both generations are looking to shop for fresh colours, new outfits, and ways to revamp their homes, their searches on Pinterest reflect how their taste in styles […]
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
Ian Thorpe, Dami Im & Collette Dinnigan To Star In 10’s Celebrity MasterChef
Unlike many "celebrity" reality TV shows, 10's Celebrity MasterChef does appear to have actual bona fide celebrities.
Hansen Yuncken Appoints Icon Agency To Lead National Comms
Aussie construction company Hansen Yuncken has engaged Icon Agency to boost its public relations and communications capabilities nationwide. The new partnership aims to bolster Hansen Yuncken’s corporate profile and raise awareness of its iconic, innovative and sustainable projects across the country. Icon Agency’s managing director, Joanne Painter, said: “Hansen Yuncken is an Australian construction industry […]
Ben Roberts-Smith Hired a Private Investigator & Used Burner Phones, Court Hears
B&T would be surprised if they don't turn the Ben Roberts-Smith case into a movie. Or musical starring Hugh Jackman.
Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
Pedestrian Group Unveils Refinery29 Team Ahead Of ANZ Launch
Refinery29 releases press photo of launch team which, if it were a "who's tallest?" competition, would be a dead heat.
GoDaddy Wins Gold As Official Partner For Australian Olympic Team
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
The Red Republic Announces New In-House Promotions
Red Republic announces in-house promotions. Apparently has no comment on ScoMo meeting the Queen yesterday.
French Star Removes Heineken Bottle At Press Conference A Day After Ronaldo’s $5.2B Coke Stunt
Soccer star removes zero-alcohol beer from press conference. For religious reasons, not because it tastes like shit.
Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
Broadsheet Media Appoints Emma Joyce National Assistant Editor
Broadsheet Media appoints Emma Joyce as national assistant editor with the remit to assist nationally.
Deloitte Digital Wins Round One Of Siren Awards For Suzuki Ad
Round one of the Siren Awards has been run & won with Deloitte Digital taking home the trophy & leftover sausage rolls.
Desert Island Discs, David Attenborough And More BBC Content To Be Hosted On LiSTNR
After announcing a collaboration with Apple Podcasts Subscriptions, SCA has shared that podcast publishing app LiSTNR will be partnering with BBC. The partnership will see the BBC’s most popular titles and content by globally known personalities available on LiSTNR from 23 June 2021. The partnership is also the first time the majority of the BBC […]
“World’s Worst Football Team” Stars In Wonderfully Witty Work For An Online Sports Betting Co
"World's worst footy team" star in new sports bet ad. And, you may be surprised to learn, it's not even the Wallabies.
DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night
Cold weather having little impact on TV viewer numbers. Same can't be said for the sale of Kmart's flannelette pyjamas.
Carat Melbourne Wins General Motors Specialty Vehicles’ Media, Makes Two Senior Appointments
Carat snares media for the iconic American truck brand. Thankfully, stops short of staff boot scooting competition.
Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
B&T would never tolerate abuse of journalists & that's despite receiving "you suck" emails from our own readers daily.
Seven Reveals Revenues Up 45% In Q4
Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.
marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
Fashion mag dispenses with the overpriced handbags and tackles the important issue of sexual consent.
Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal Partners With Welcome To Country
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high-profile staffer heads for the exits.
