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Mobile the most powerful marketing tool in Singapore by 2015.
Wednesday, 8th May 2013
Source : Experian
Experian research reveals that close to half of marketers have tested mobile, two-thirds of which are already incorporating mobile as a regular marketing channel and nine out of ten marketers agree that mobile marketing works.

Widely regarded as the technology hub of Asia, Singapore is progressing on the mobile marketing front. According to research conducted by Experian, the global information services company, eight out of ten marketers here say mobile will be one of the most important tools to engage with customers in the next two to three years.

The report, entitled ‘The digitised pocket: Embracing the mobile age', also revealed that seven out of ten marketers believe sales achieved through mobile devices will grow in the next year, with 69 per cent expecting mobile sales to either significantly increase (22%) or increase (47%).

The research stated that almost nine out of ten marketers in Singapore agree mobile marketing works. Of those who have tried and tested the channel (49%), 26 per cent rated their most recent mobile campaign as very effective, and a further 57 per cent rated it as effective. More promisingly, two-thirds (66%) of them are already incorporating mobile as a regular marketing channel.

The effects of mobile marketing tactics are also positively reflected in the findings. Of marketers who are already using mobile, 33 per cent currently receive 11 to 25 per cent of their sales via mobile devices, while an additional 28 per cent receive 26 to 50 per cent of their sales via this channel.

With nine in ten Singaporeans owning a smartphone and 39 per cent of the population choosing their mobile device over a laptop to browse the Internet, mobile is fast evolving to become a strong marketing tool within the multichannel environment. Given that Singapore is already an IP-based economy, it is one step closer to mandating a standard that enables rapid, widespread adoption of digital wallets and associated technology.

"In the next five years Experian predicts more than 50 per cent of marketing budgets will be associated with mobile, and mobile will overtake all other digital channels as the most effective way to reach and engage with consumers," said John Merakovsky, Managing Director, Marketing Services at Experian Asia Pacific.

"In Singapore, the smartphone will soon become a digital replacement for almost everything consumers carry in their pockets and wallets – cash, credit and debit cards, passes, receipts, vouchers, tickets and loyalty cards. Marketers need to recognize this growing trend and start incorporating mobile marketing as part of their broader strategy. This is crucial in order for them to stay at the forefront of their respective industries as m-commerce gains a stronger foothold in the market."

Additional findings from the Experian research include:
  • Almost all digital marketing mediums are seen as more important than 12 months ago –, website (44%), online advertising (42%), email (41%). SMS (70%) and MMS (53%) remain equally important.
  • Face-to-face communications is rated the most important marketing channel (63%), with email coming in a close second (55%).
  • 36 per cent of marketers have incorporated mobile as a regular marketing channel, while 14 per cent have implemented one campaign to test the waters. However, 20 per cent have developed a strategy but have not yet implemented it.
  • By far the most popular tactic in use is QR codes, with 68% of marketers deploying this tactic. Other common tactics are email marketing optimised for mobile (50%), m-Commerce (49%) and SMS campaigns (46%).
  • Yet, QR codes are also the most likely mobile tactic to be abandoned in the next 12 months, with 21% of marketers indicating they will discontinue using this.
  • Mobile-optimised website is rated the most effective mobile marketing tactic by marketers.
  • Other tactics to be implemented by marketers in Singapore in the next 12 months include mobile tickets/barcode (72%), in-app ads (67%) and location-based mobile services (56%).
"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," Merakovsky added. "With this in mind, the mobile channel presents a great opportunity for marketers to boost the effectiveness of their broader campaigns."

About the Research
The research is part of an in-depth whitepaper called ‘The digitised pocket: Embracing the mobile age.'  Experian Marketing Services commissioned independent research with 104 marketers from a wide range of industries, including retail, financial services, telecommunications/utilities and travel/leisure. The independent research provides insights into the current usage of and attitudes towards mobile marketing, the barriers and challenges marketers face, and their plans to invest in mobile marketing in the coming years.  To receive a copy of the whitepaper when it is released, please contact:
experiansg@lewispr.com
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