Asia to lead mobile marketing by 2012

A NEW study by ABI Research shows that the Asia Pacific region will lead mobile marketing and advertising spend at $ 7.7 billion (of the overall global figure of $ 16 billion), by 2012.

Commenting on the research, Jeff Orr, senior analyst, ABI Research, said, "Spending on mobile marketing and advertising in 2009 worldwide has been flat compared to 2008. This is encouraging compared to the numbers for advertising in other media. Its less money per campaign, spent more intelligently, with greater benefit per dollar."

Asian countries such as Japan and South Korea have successfully integrated the mobile and Internet and therefore have seen mobile marketing and advertising more widely adopted. The research also suggested that such countries have a cultural predisposition to becoming a fan of the latest popular trends – so consumers are receptive to mobile marketing.

"Mobile advertising is intrinsically more targeted than ads in conventional media or even online. It also offers much greater potential for interactivity, its really a conversation with your customer, one that can allow the consumer to take direct purchasing action. And it offers extremely accurate measurement of campaign results," Orr said.

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