MMA SmartBrief - APAC Edition

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05 February 2013

News for mobile marketing professionals

Campaigns & Strategies

Data show Australian marketers betting big on mobile
Australian advertisers are splitting their mobile search spending evenly between smartphones and tablets, and they are spending record amounts on mobile search marketing, according to data from Marin Software. Australia generated the highest number of clicks from mobile of any country included in the survey, with 26% of total clicks coming from tablet and smartphone divices combined. Marketing Mag (Australia) (29 Jan.)

Jump in mobile traffic to boost Baidu travel sales
Mobile is expected to account for as much as 20% of this year's bookings on Qunar.com, the travel site of China's Baidu, helping to increase overall sales to about double last year's total. Most travel bookings are not yet made online in China, giving the site ample room to grow as it teaches customers to book online. "If our customers have to call us to speak in person then it means we have not done a good job," said Qunar chief Zhuang Chenchao. Bloomberg (03 Feb.)

Smartphones seen bringing it all together for digital marketers
Smartphones offer marketers an unparalleled means of reaching consumers, especially in Asia, TNS global executive James Fergusson said at an event last week in Kuala Lumpur. "Mobile phones connect location, voice, social and m-commerce more than any other device. Mobile is becoming the centre of digital. If you are a market research supplier, mobile has to be your primary area of investment. If you don't have a mobile strategy, you're not going to grow," Fergusson said. Star Publications (Malaysia) (04 Feb.)

Integrated Marketing

Australia remodeling TV show invites mobile users to participate
Virtual tours of homes remodeled on Australia's "The Block All Stars" TV show are offered on Nine’s Jump-in social TV application, as an enticement to tune in for the season. Mobile users will be able to access 360-degree views of each room, offer comments and vote for their favorites. Marketing Mag (Australia) (04 Feb.)

Research & Metrics

Hong Kong consumers use tablets while at other tasks
Almost half of consumers surveyed in Hong Kong say they use tablets while viewing other media or performing other tasks, GfK reports. "Tablets are most popularly used at home, and usage peaks at night when consumers are using it concurrently while doing some other activities," said Walter Leung, managing director of GfK Hong Kong. Marketing-Interactive.com (Singapore) (04 Feb.)

Urban Indonesians switching to phones for Internet access
Mobile phones emerged as the preferred means of accessing the Internet for more than 6 in 10 urban Indonesians last year, new research shows. Feature phones were the leading type of device for such activity, owing to their 86% market penetration. eMarketer (30 Jan.)

SmartQuote

To attain knowledge, add things every day. To attain wisdom, subtract things every day."

--Laozi,
Chinese philosopher

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