Tag: mobile marketing trends

Mobile advertising revenue in India takes the lead among Asia Pacific nations

The country is already the fastest growing market for smartphones and is now leading in ad earnings.

India has now become the top APAC (Asia Pacific) market in terms of the speed of growth of smartphone ownership and with that, the country has now risen to the point in which it is also leading in the area of revenues generated through mobile advertising.

This trend is being credited to a considerable change in the country’s online marketplace due to smartphone ownership.

A rapidly growing number of mobile device owners have turned away from their old feature phones and have purchased smartphones in order to be able to take advantage of a whole range of additional features. That said, digital marketing trends in the country are also pushing a rising number of marketers, retailers, entrepreneurs and even filmmaker to look to mobile advertising in order to reach this growing number of consumers who don’t go anywhere without their smartphones.

A new report has shown that in India, the mobile advertising opportunities are rising to an astronomical level.

Mobile Advertising - IndiaThe Mobile Marketing Association (MMA) and Opera Media Works have released the results of their Q3 State of Mobile Advertising research in which they discovered that “In India, 75% mobile users have smartphones. Even in markets where the transition from feature phones to smartphones has been slower (Vietnam, Indonesia and the Philippines), about half of the mobile user base has moved to smartphones.”

Furthermore, among the smartphone based users of the global mobile ad platform from Opera among s6 countries in the APEC region, it was found that the top operating system among smartphone owners is Android, with a massive 67.1 percent market share of mobile ad impressions.

Dr. VIkas Gulati from Opera Mediaworks Asia explained that in terms of mobile advertising, it is video ads that are truly paving the way for monetization throughout the APAC region. That format is drawing attention, engaging people and is “ultimately converting consumers.” Gulati added that “India leads in over all traffic and the top three categories for ad impressions are Mobile stores and career portals, social networking sites and apps, and sports.”

Mobile marketing presents challenges to established retail

Legacy brands face struggles that newer companies don’t seem to have to deal with.

Companies built in a more digital age seem to be making the transition to a smartphone-based economy with much greater ease than legacy retailers that have a long history that hasn’t had anything to do with mobile marketing.

Macy’s was one of the companies that has a long history but that has managed to keep up with mobile tech.

According to marketing exec Serena Potter from Macy’s, the company has observed a rapid migration of customers from their desktop computers over to smartphones. That said, despite the fact that the company has a long history in brick and mortar and e-commerce, it realized that it would be vital to place a considerable focus on m-commerce and mobile marketing if it wanted to keep up with the expectations of customers. That said, while she explained that “It wasn’t an obstacle for us as much as it was a steep learning curve.” She added that “You didn’t know what you didn’t know.”

There is a great deal more than the technology that must be mastered in order to implement successful mobile marketing.

macy's mobile marketingWhat traditional retailers are discovering as they attempt to implement mobile advertising strategies is that they can’t simply stick to the same concepts that have been successful throughout their history. Using smartphones as a marketing channel is not simply a matter of running the same types of ads on a smaller screen. Instead, there is a great deal that needs to be re-learned in terms of apps, the mobile web, loyalty programs, data collection and metrics to understand which campaigns have – and have not – been successful.

These same challenges are not quite as powerful among retailers that have been created more recently, with a mobile-first mindset already in place, said Potter. She explained that Macy’s had been focusing on desktop optimization for many years and had mastered that channel. It became highly predictable. However, with mobile marketing, “you have customers accessing different information, with different intent. A lot of research and a lot of discovery is happening and it’s all on the go,” she said.