MMA-2020年亚太地区移动营销报告（英文）-2020.11-35页_1mb

报告摘要

Summary of "The State of the Industry: Mobile Marketing in APAC 2020"

Core Content

This report, The State of the Industry: Mobile Marketing in APAC 2020, provides an in-depth analysis of the mobile marketing landscape across the Asia-Pacific (APAC) region. Conducted by the Mobile Marketing Association (MMA) in collaboration with WARC, the study surveyed 591 marketing professionals in June and July 2020, highlighting key trends, challenges, and opportunities in mobile marketing.

Main Points and Key Insights

1. Mobile as a Major Disruptor

Mobile has consistently been viewed as a major industry disruptor.
95% of respondents acknowledge its impact.
49% of marketing professionals consider mobile a major disruption.
The channel has been one of the least affected by the pandemic, with 46% of respondents expecting its impact to grow in the future.

2. Mobile Video and Location Data as Key Focus Areas

48% of marketers are focusing on mobile video.
46% of respondents identify location data as the most important technology for targeting audiences.
Chatbots (43%), AI and machine learning (42%) are also popular technologies.
Mobile video consumption skyrockets during cultural moments like Ramadan.

3. Mobile-First Approach Dominates Strategy

67% of marketing professionals have adopted a mobile-first approach, up from 60% in 2019.
Brands need to personalise content for micro-moments, small screens, and peer sharing to increase engagement.

4. Mobile Budgets Remain Resilient

38% of marketing professionals allocate over 30% of their budget to mobile marketing, up from 2019.
Mobile's share of online spend is expected to increase from 64% to 67.5% in 2020.
30% of respondents expect a decrease in mobile budgets due to COVID-19, but the channel has recovered by August 2020.

5. Social Media Dominates Mobile Budgets

One-third (34%) of mobile budgets are allocated to social media.
Facebook remains the most popular social platform for mobile, with 90% of respondents using it.
YouTube continues to grow, especially in Australia and Indonesia, and TikTok has seen a 24pp increase in usage since 2019, though it is banned in India.

6. Metrics and Measurement Challenges

68% of marketers use engagement metrics (e.g., video completion rates, CTR).
Business metrics have grown from 53% in 2018 to 57% in 2020.
Metrics and measurement are identified as the biggest barriers to growth (51%), with ecosystem fragmentation (41%) and ad fraud (36%) also cited as significant issues.

7. Personalisation and Content Strategy

63% of marketing professionals use personalisation to increase engagement.
58% of marketers are creating mobile-specific content, reflecting the necessity of a mobile-first strategy.
Ad length and design are critical for mobile content, with 84% of professionals considering them important.

8. M-Commerce and Consumer Behaviour Shifts

M-commerce is seen as the most significant for the marketing industry (37%).
Mobile payments are also popular (35%).
57% of Indian consumers plan to shop online post-pandemic.
30% of Chinese consumers are continuing new livestream and short video shopping habits.

9. Demographics of Respondents

35% of respondents are based in India.
16% from Indonesia, 10% from Vietnam and Singapore.
21% are from media agencies, 15% from client-side companies.
23% of respondents are in director or senior director roles.
13% of client-side respondents work in financial services.

Conclusion

The APAC region continues to see mobile marketing as a vital and evolving channel. Despite the challenges posed by COVID-19, mobile has proven to be resilient, with increasing investment and a growing focus on video content, personalisation, and location-based targeting. However, measurement challenges, fragmented ecosystems, and privacy concerns remain significant obstacles to growth. As m-commerce and digital transformation accelerate, brands and marketers must adapt their strategies to meet the changing consumer expectations and technological advancements in the mobile space.