Mobile is now truly a disruptive force in marketing, according to a new report by WARC.
The report shows that 94% of companies are now seeing a positive impact on results from content and strategies tailored for smartphones.
Seven hundred sixty-four marketing pros were surveyed for ‘The State of the Industry: Mobile Marketing in APAC 2019’ report.
This report provides an overview of the ways that brands, agencies and tech vendors are leveraging mobile to create new business opportunities and address problems.
Just 6% said that mobile had not had an impact on campaigns, in contrast to the 49% who believe that the channel is now a major disruptor.
A similar number expect mobile to have an even greater impact during the next five years.
“The findings of this year’s survey reveal that mobile marketing is becoming increasingly more effective and is impacting all sectors across APAC, and this is set to continue with significant budget increases going towards social and mobile content,” WARC’s Amy Rodgers said.
The pivot has seen 31% of respondents allocate a greater portion of their budgets to mobile, with 83% expecting investment to increase further during the next 12 months.
A mobile focus is also part of a wider commitment to tech investment as 60% of respondents said that AI, automation and other forms of tech would take up more than 10% of respective budgets.
On mobile, Facebook remains the most popular channel for mobile marketing with a 93% usage rate, but Instagram is hot on its heels after rising from 68% to 82% year-over-year.
