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Mobile is the way to go

Nurdianah Md Nur | April 3, 2013
Mobile marketing will be more prevalent in Singapore by 2015, reports Experian.

Mobile is projected to be a strong marketing tool within the multi-channel environment in Singapore by 2015, according to Experian’s latest research report.

The report, entitled ‘The Digitised Pocket: Embracing the Mobile Age’, surveyed 104 marketers from various industries on their current usage of, attitudes towards and future plans for mobile marketing.

It was revealed that 83 percent of the surveyed marketers who have tried the mobile channel found it to be effective.

More importantly, 66 percent of the marketers are already using mobile as a regular marketing channel, and a third of them currently receive up to a quarter of their sales via mobile devices.

In line with this positive sentiment, 54 percent of the marketers are increasing their investment in mobile channels as compared to a year ago and 69 percent of them expect company sales via mobile to increase in the next year.

The positive findings are not surprising as the mobile penetration rate in Singapore was found to be 150 percent, with nine out of 10 Singaporeans owning a smartphone and 39 percent of them preferring to browse the Internet via their mobile to a laptop.

In terms of popular tactics used in mobile marketing, QR code tops the chart with 68 percent of the marketers deploying it, followed by email marketing (50 percent), m-commerce (49 percent) and SMS campaigns (46 percent).

Ironically, 21 percent of the marketers indicated that they will be abandoning QR codes in the year to come.

Replacing it would most likely be mobile tickets/barcode (72 percent), in-app ads (67 percent) and location-based mobile services (56 percent).

"Clearly, mobile devices are a key way to connect with audiences in Singapore. In an increasingly complex marketing environment, consumers are empowered like never before and are calling the shots in terms of how and when they engage with brands. With this in mind, the mobile channel presents a great opportunity for marketers to boost the effectiveness of their broader campaign,” said John Merakovsky, managing director, Marketing Services, at Experian Asia Pacific.

Experian mobile marketing survey results


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