Home  › Media › Mobile
mobileads

Make Mobile a Priority in 2014

  |  December 23, 2013   |  Comments   |  

Marketers that haven’t factored mobile into their marketing mix or digital ecosystem need to start doing this in 2014. Here's why.

Snippet of a conversation about what to do in the coming year:

“We are seeing an upswing of behavior on [insert-word-here] but these are still early days so we can look at implementing this next year.” Next thing you know agencies, communication specialists and [insert-word-here] gurus are activated on urgent notice to turn around a roll-out plan for [insert-word-here].

If you’ve been in the industry long enough you'll find this a familiar situation that has repeated itself with the Internet, email marketing, search, social media and soon, content marketing, mobile and tablets.

Marketers that haven’t factored mobile into their marketing mix or digital ecosystem need to start doing this in 2014.

Why?

In a report from IDC in November 2013, APAC is projected to have the largest market share of smartphones in the world by the end of 2013 at 52.3 percent. The next closest is Europe with a projected market share of 18 percent by the end of 2013.

Facebook’s recent earnings results further confirm that mobile is not just a trend but the norm.

  • Monthly Active Users (MAU) is at 1.189 billion.
  • 29.5 percent of MAU or 351 million are in Asia (second largest group ahead of Europe, U.S. and Canada)
  • Mobile MAU is at 874 million or 73.4 percent of MAU.
  • Daily Active Users (DAU) is at 728 million.
  • Mobile DAU is at 507 million or 69.6 percent of DAU.

facebook-results-month-active-users-2013-1(click on image to view full size)

Marin Software reports a 187 percent higher CTR (click-through rate) on mobile in Facebook and a lower CPC (cost per click) by up to 22 percent confirming that mobile users are clicking on advertising content.

What are smartphone users in China, Hong Kong, Indonesia, Korea, Malaysia, Singapore, and Taiwan doing on their devices? Here are some quick takeaways from Our Mobile Planet.

  • Over 40 percent of Indonesians who own a smartphone aged 35-44 research for home furnishing on their devices and then proceed to purchase these offline. In fact this group does the most amount of research on their smartphones for things like electronics, jewellery and clothing, beating out every other age group in China, Hong Kong, Korea, Malaysia, Singapore and Taiwan.

mobileindonesia

(click on image to view full size)

  • Over 50 percent of people in China who own smartphones from 18 to 44 research clothing and apparel purchases before using their computers to buy.

mobilechinapc

(click on image to view full size)

  • Over 25 percent of Malaysians who own smartphones from 18 to 44 do their leisure travel research on their devices before using their computers to buy.

mobilemalaysia

(click on image to view full size)

  • Over 25 percent of people in China who own smartphone from 25-34 do research on clothing, entertainment items, cell phone services and tickets and buy these items on their devices.

mobilechina

(click on image to view full size)

The numbers and behaviors above show that mobile is becoming entrenched in Asian markets making 2014 a good year to start making mobile learning a priority.

So why not start to find out what your customers are looking for on their devices and what influences their decision to buy or not to buy from you?

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Jermyn Toh

Jermyn Toh started cobbling together websites in the mid 90s and went on to work with brands like adidas, Apple, Daimler, DHL, Diageo, GSK, HTC, Johnson & Johnson, Pfizer and Visa in various digital planning and marketing consultancy roles. He is currently director of Experian’s Digital Innovation Group and focuses on market development for Alchemy Social, digital strategy, and product innovation. He can be found on Twitter @jermyntoh.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...