MANILA, MAY 8, 2013 – On May 30, the Philippine Association of National Advertisers (PANA) is unveiling a pioneering research that will reveal how local advertisers view mobile as a marketing channel at the country’s first executive-level event for mobile marketing, the CMO Mobile Summit 2013.
Co-organized by the PANA, Mobext, and e-Learning Edge, it is touted not only as a premier learning event but also as a time for the local industry to assess where it currently stand in terms of mobile marketing development.
The Philippine Advertisers’ Attitudes Towards Mobile Marketing study gathered opinions from over mid-to-senior level marketers of various industries such as retail, consumer goods, media and entertainment, financial services, health and wellness, and others.
The study aims to examine why the Philippines lags behind other Asian countries when it comes to mobile marketing spend, given the high mobile penetration and mobile activity in the country. Getting opinions from both investors and non-investors in mobile marketing, the study will name the top barriers faced by advertisers when it comes to mobile uptake. For current investors, satisfaction levels in mobile were also measured.
“The study will be an eye-opener for our industry as we prepare for a mobile future,” said Arthur Policarpio, head of Mobext Asia-Pacific. “Knowing how our local advertisers perceive and understand mobile marketing is an essential step to progress.”
The researchers plan to conduct the study annually to measure the development of mobile in the country. Other findings to be revealed in the study include:
• Percentage of Philippine advertisers investing in mobile marketing
• How advertisers understand mobile marketing and what mobile strategies they find most beneficial
• The role of mobile in the marketing mix
• Biggest barriers facing current investors and non-investors in mobile
• How marketers plan to spend in mobile in the coming months
Results of the first Philippine Advertisers’ Attitudes Towards Mobile Marketing will be exclusively unveiled at the CMO Mobile Summit 2013.
Speaking about the Summit, PANA president Blen Fernando said: “The CMO Mobile Summit provides the unique opportunity to listen to what new media experts can share with Chief Marketing Officers. It is a venue to share experiences, understanding what we did right, and what we can do better as we embrace the world of digital and mobile as part of our integrated marketing communications.”
To find out more about the event, visit http://mobilesummit.ph/main.
