Australia ranked fourth most innovative in APAC mobile marketing report

Despite advancement in mobile technology and use, a majority of marketing professionals report their organisations spend less than 10% of marketing budget on mobile media.

This looks to increase in the future, however, as 43% of participants in the ‘State of the Industry 2015: Mobile Marketing in Asia Pacific’ study believe this will grow by 25% in the next year and 28% say it will increase by up to 50% by 2020.

In the study, released by the Mobile Marketing Association in partnership with marketing information service Warc, found 34% of participants listed Australia as the country making the most innovative use of mobile marketing, placing us fourth behind leaders Singapore (41%), India (36%), and China, also on 34% but with more first preference votes.

Unilever rated as the most innovative brand, with the reputation as a ‘risk taker’ in the mobile marketing world, followed by Coca-Cola and Apple.

The industry seeing the most innovation was travel and tourism, with 37% rating it so, followed by drink and beverage and leisure and entertainment.

The most dominant technology is location based marketing, with 84% reporting using it this year, and 85% believing their organisation will be using it in 2020.

Mobile wallet technology is one area that is expected to rise in use, with a 40% using it currently compared to 35% in 2014, and 64% predicting they will be using it in their marketing strategies by 2020.

Social media remains the most frequently used channel on mobile, with 84% of respondents listing it as a good complement to mobile marketing, up from 78% last year.

Online searches have also increased in this category, from 48% last year to 60% this year.

Of the consumer behaviours made possible by mobile, 68% of participants rated multi-screening as the most significant for marketing potential.

This was followed by mobile payments, video watching and photo sharing.


Ben Ice
BY Ben Ice ON 26 November 2015
Ben Ice was MarketingMag editor from August 2017 - February 2020