Local mobile marketers are targeting a larger piece of the local advertising pie as consumers continue to give more attention to digital media, the president of the Internet and Mobile Marketing Association of the Philippines (IMMAP) said Tuesday.
IMMAP president Arthur Policarpio said the trade group's vision is to capture 2%-3% of total ad spend in the Philippines, amounting to $60 million-$90 million, in the next three to five years. The IMMAP is currently composed of 86 member companies, including 37 mobile companies, as well as advertisers, agencies and publishers.
He said that while some companies have spent money on Internet and SMS advertising, a large portion of their budgets still goes to traditional print, TV, radio and outdoor media platforms.
One platform that remains largely untapped by local advertisers is mobile marketing. From less than a million subscribers in 1996, the Philippines now boasts of over 70 million mobile subscribers this year.
Policarpio said one challenge faced by marketers is lack of understanding of mobile's potential and potency as a marketing tool. "The mobile phone is the only device that you have on you almost 24/7. It's a marketing platform just waiting to be tapped," he said at a digital marketing summit at SM Mall of Asia.
He said that beyond SMS, marketers could also look at other mobile marketing initiatives such as bluetooth advertising, mobile Internet advertising and mobile applications.
He noted that Yahoo! Mobile's site receives 1.2 million unique users per month and 128 million page views as of August 2009. He said separate data supplied by Admob showed that local mobile sites logged in 380 million page views a month.
Admob statistics also show a rise in sales of smartphones in the Philippines such as the Nokia N70 and Nokia 3110c, which is fueling the increase in mobile Web browsing.
Policarpio acknowledged though that there are some barriers into increased adoption of mobile marketing including the abuse of consumer privacy and rights, lack of industry-specific research, lack of knowledge on the part of the advertisers and lack of industry-wide metrics and measurement.
"This is the vision of IMMAP - to become the recognized thought leader and center of mobile marketing innovation in the Asia-Pacific region and to leverage global best practices, standards and consumer guidelines," he said.
The IMMAP recently partnered with the Mobile Marketing Association and established the MMA Philippines Local Council. The objective of the partnership between MMA and IMMAP is to foster the mobile advertising and marketing industry in the Philippines.
A shift to digital media
MMA president and CEO Mike Wehrs said advertising companies in many parts of the world have exhibited a shift in brand thinking by seeing mobile as an essential and not just an experimental platform for marketers.
He said that with over 4.8 billion mobile subscribers worldwide, the platform has outpaced the growth of Internet and fixed-line users.
He said he expects spending on mobile messaging to rise to $2.9 billion in 2010. For this year alone, he said advertisers are reallocating $65 billion of their ad budgets from traditional media channels to digital channels including online, mobile, viral and search engine optimization (SEO).
He also noted trends in some countries such as mobile banking, alerts, mobile vouchers and coupons, as well as customer service application, which can be done via mobile phone.
"[Mobile marketing] delivers on the promise of one-to-one marketing. There's a higher level of engagement and interaction controlled by the consumer. Empowering the consumer makes the ad more effective," he said.
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