MxMIndia

Tag: MMA Asia-Pacific

  • Will champion innovation for modern marketing in the industry

    Amit Jain appointed chairman of MMA Board

    By Our Staff

    MMA, formerly Mobile Marketing Association, has announced the appointment of Amit Jain, Managing Director, L’Oréal India as Chairperson of its India Board of Directors. Jain will be responsible for steering MMA’s endeavours to innovate and transform modern marketing in India and help marketers adopt and accelerate best practices in it. He succeeds Priya Nair, Executive Director, Beauty and Personal Care, Hindustan Unilever Ltd. Nair will move into a new role as Chair Emeritus of MMA India.

    Amit Jain
    Amit Jain

    Said Jain: “MMA has been doing stellar work in helping marketers use insights and tools to harness the convergence of marketing and technology to drive personalised and customised engagement, in line with evolving consumer needs and purchase behaviour. I am delighted to take on this role and lead MMA’s commitment to shape the future of marketing today by bringing brands closer to consumers through connected consumer journeys.’’

    Added Nair: “It’s been a pleasure for me to lead the MMA India board and add to building the industry ecosystem. I am excited to welcome Amit as MMA India Chair to lead the imperative for marketing change by empowering, enlightening, and enabling marketers to shape the future of modern marketing and propelling business growth.”

    Said Moneka Khurana, Country Head, MMA India: “Amit Jain’s business leadership, progressive outlook and experience in managing credible boards will help in shaping the future of Modern Marketing for MMA India at a time when it’s central to all marketers to drive business ROI, customer engagement & innovations.”

    Added Rohit Dadwal, Managing Director of MMA Asia Pacific: “Amit Jain’s deep knowledge of digital marketing in the 21st century will prove invaluable to the furthering of MMA’s mission in advancing modern marketing in India. I look forward to working with Amit and would like to thank Priya for her invaluable contribution and for paving the way forward.”

     

     

  • Mobile Marketing Association in partnership with GroupM decodes and shares insights on the state of the mobile marketing ecosystem and ad-sizing in India

    MMA & GroupM unveil Mobile Ecosystem & ad-Sizing Report 2018

    By A Correspondent

     

    Mobile Marketing Association, along with GroupM, released its ‘Mobile Ecosystem and ad-Sizing Report’ 2018. The report includes an in-depth analysis of India’s mobile reach, smartphone penetration, rural and urban usage pattern, emphasis on gaming and mobile advertising spends. Advocated by GroupM, the report is a collaborative effort by the marketing and mobile industry.

     

    The latest report has a quick peek on a basic guide on how programmatic works and its pros and cons, and its future evolution. It also brings an up-to-date on the latest trends in data growth, content play, programmatic, device status; how India is moving towards a new era of mobile marketing, seeing rampant growth in both usages and spends.

     

    Said Rohit Dadwal, Managing Director, MMA Asia Pacific: “Mobile Marketing is now a mainstream advertising and marketing medium and it is imperative that we start to decipher the various parts of this burgeoning media. We hope the ecosystem study would provide insights to marketers and the industry on the whole on the opportunity and will help in making the right investments for its continuing growth. “

     

    Added Sam Singh, co-chair of Mobile Marketing Association India and CEO GroupM: “The number of smartphone users is expected to only go up and it just shows how much potential these digital screens have. Hence, we as marketers must understand various facets of mobile marketing. Times are changing fast and we want to enable marketers with the knowledge that can help them in a long run.”

     

     

  • Accroding to an MMA-Warc APAC study, consumer appetite for content will drive spends

    Content, not display ads to rule on Mobiles

     

    By A Correspondent

     

    As more mobile consumers across Asia-Pacific embrace practices like multi-screening and video watching, marketers expect an eventual shift away from display advertising towards innovative content.

     

    Annual research conducted by Warc in association with the Mobile Marketing Association (MMA) – State of the Industry: Mobile Marketing in Asia survey – found that while 70% of marketers currently use display advertising, only 44% plan to use it in five years’ time. Content, in contrast, is set to speed ahead during this period and take the pole position, with adoption rising from 33% today to 49% expected in 2020.

     

    This corresponds with the marketers’ perception of video’s rising significance in mobile platforms. The study found that watching video was now considered by 51% of respondents as an important mobile consumer behaviour, up 15 percentage points compared to 2014 and 23 percentage points from 2013. Multi-screening, meanwhile, continues to be seen as the most significant consumer trend for the second year running, with 68% indicating its importance.

     

    Rising consumer expectations present emerging challenges

    Given mobile consumers’ increasing sophistication, more marketers now see content and consumer concerns over privacy as critical challenges, at 31% and 33% respectively – about the same proportion as those who are concerned about budgets (32%) and reliable metrics for measuring success (33%). The latter two concerns were ranked higher than the former in previous years, with budgets being the chief concern in 2013.

     

    “Confidence in the channel’s importance continues to rise and the investments speak for themselves,” said Edward Pank, Managing Director at Warc Asia Pacific. “The ongoing challenge now is that today’s consumers expect much more of their mobile content and experience. So in order to keep up, marketers need to hone their skills further and innovate strategically.”

     

    While more attention is being paid to consumer-focused issues, the biggest barrier to the growth of mobile marketing in Asia-Pacific remains the skills gap and lack of understanding within the industry, as identified by 40% of the respondents. Although this proportion is slightly lower than last year (45%), the consistency indicates a sustained struggle to deploy the appropriate advanced capabilities to engage consumers through mobile in such a fast-moving landscape. This is despite the fact that the number of marketers assigning over 10% of their budgets to mobile has risen from one in five (20%) in 2013 to one in three (34%) now.

     

    Conducted between March and May 2015, the study involved 287 respondents from 17 countries in Asia Pacific. This is the third iteration of research designed to gauge the attitudes of clientside advertisers and marketing services agencies towards mobile marketing.

     

    In the study, Singapore was named the most innovative market in mobile, with 41% of respondents highlighting it as such. Appropriately, the 2015 study’s findings were released at the 2015 MMA Forum in Singapore, taking place at the Grand Hyatt today. The definitive industry event brings together technology pioneers, business leaders and experts to discuss new capabilities in the mobile toolbox – programmatic, location, video – and new ways to acquire and reach consumers.

     

    “The increasing focus on the consumers and what they want – which is compelling, refreshing content on the go – is important because mobile’s distinct advantage lies in its immediacy and proximity to the consumers. It puts power in the consumers’ hand wherever they go, giving them the choice to be social, to share, capture, augment, and purchase – all at the touch of a button,” said Rohit Dadwal, Managing Director, MMA Asia-Pacific. “The findings from this third study with Warc signal that brands and marketers must continue riding on the momentum of mobile by sustaining an integrated approach and challenging creative boundaries.”

     

    The previous iterations of the survey showed that despite rising awareness of the power and potential of mobile, brands and marketers had been grappling with rapid technological changes, budget considerations, and measurement of outcomes, struggling to develop cohesive mobile strategies. While these challenges remain to varying extent, the latest study indicates that more attention is being paid to consumer-focused innovation.

     

    Among the study’s other findings:

    • Mobile wallet and location-based marketing set to play key role going forward

    o While only two in five (40%) plan to use mobile wallet technology this year, this adoption rate is expected to rise strongly to 64% in 2020.

    o Location-based marketing is shown to be well entrenched in mobile marketing strategy in the region, with a significant majority of marketers (84%) planning to use the technology this year and 85% in 2020.

    • Programmatic buying of ads is gathering pace

    o Programmatic adoption appears to be improving: 79% of respondents have some familiarity with the buying mechanism, a sharp increase from 48% last year

    o The importance of real-time buying is also well-recognised, with 62% expecting it to be ‘very’ important to their marketing strategy in 2020

    • More attention is being given to mobile strategy

    o Half of brand owners (54%) state that they do have a formal mobile strategy, up from 44% last year

    o Just under a quarter (24%) of the agencies surveyed said that the majority of their clients had a formal mobile marketing strategy this year, up from 20% in 2014

    • Mobile is well integrated with other marketing initiatives

    o Overall, 88% of mobile marketing strategies in Asia-Pacific are connected to wider marketing activities. 40% of respondents use mobile to measure interest and/or engagement in ad campaigns across other media

    o 84% of respondents currently find social media to be a good complement to mobile marketing, with online search following closely at 60%, a 12 percentage points increase from 2014. Traditional media – print, outdoor, radio – seem to have lost out as a result

    • The top mobile innovators

    o Travel, Transport and Tourism was recognised as the most innovative product category for mobile marketing in Asia-Pacific for the second year running

    o Unilever, recognised for its scale across the region, is also regarded as the most innovative brand in Asia-Pacific, a risk taker in the mobile world. Samsung, which had been at the top in 2013 and 2014, came fourth this year, lagging behind Apple. CocaCola, meanwhile, took the second position, with favourable comments on its engaging mobile content.