According to statistical survey data that was taken by a firm called “Mobext Philippines” on May 2013, an innovative form of digital marketing known as Mobile Marketing has boomed in the Philippines, with more than 50% of the major firms claiming that they placed their investments in this chain. The experts who call themselves “mobile marketers” are planning to invest on mobile apps and websites in the future, with every category mentioned by a big percentage of the respondents. The consumers will eventually experience a campaign known as the “social media mobile outreach”.
The specialists of digital marketing in the Philippines also had their say in this topic, as a lot of them observed that a significant advantage of applying mobile marketing is enhanced targeting capabilities. 83.9% of the respondents claimed that the ability of a portable device to target the consumers through geolocation or on the go is a major benefit. 77.4% of marketers valued the capacity of a portable device to distribute one-on-one marketing (or targeted/customized communication) through the chain. These percentages have solidified the demographic and behavioral targeting abilities of portable gadgets.
While the marketers have reason to be excited about the possibilities that mobile marketing will deliver to the Filipinos, they are also aware of the limited coverage that these portable devices have. This is why they are heavily investing on this business venture. Going back to the survey, close to 75% of the respondents cited the imperfect coverage of tablet computers and smartphones as the largest hurdle for optimal investment, and this included technology restrictions like poor connectivity.
Despite the obvious hiccups that are hindering the success of this mobile marketing effort, it is interesting to note that a lot of marketers who are experts in digital marketing in the Philippines have already put their money on this campaign. A research firm called “Informa Telecoms and Media” discovered that smartphones took a mere 14% of mobile links in the nation.