Consumers in Singapore embraced mobile quickly, and marketers followed, putting significant ad investments in the channel. In November 2012, Experian Marketing Services found that 80% of marketers surveyed in the country believed that mobile would be one of the most important outreach tools within the next few years.
In keeping with the rising importance of mobile as a marketing channel, already about half of surveyed marketers had implemented at least one mobile or SMS campaign. Of this group, nearly three-quarters had incorporated mobile as a regular marketing channel.
And these marketers think mobile works. Of those marketers who had run at least one mobile campaign, more than eight out 10 rated it effective.
Which mobile tactics are marketers in Singapore gravitating towards?
QR codes were extremely popular, in use by two-thirds of mobile marketers. Optimizing email for mobile also received significant investment, used by 50% of respondents. App-based tactics were less common, perhaps in part because these campaigns are more complicated to execute. About one in five mobile marketers had created custom apps and one in 10 had used in-app advertising.
It makes sense that mobile devices would be getting so much attention in the country. Not only are they highly penetrated, they are also where internet users in Singapore are choosing to spend a bulk of their media time. Mobile ad network inMobi reported in November that in Singapore, putting together the phone and the tablet, time spent with mobile exceeded the internet by about 44 minutes.
John Merakovsky, managing director of marketing services at Experian Asia Pacific, predicted in a press release that in the next five years in Singapore, “more than 50% 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.”
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