The latest debate is focused around SMS marketing, yet another area in which marketers in the West finds themselves at a disadvantage compared to their Asian colleagues.
The USA is now the leader in the smartphone market and since 2012 the country spends more money on mobile ad campaigns than Asia. But it is the efficacy of these campaigns in contrast with those in the East that is being called into question.
A Different Market
One of the main reasons for this is that Asian consumers use mobile phones differently to Westerners. Asians use their mobile phones in the same way that western consumers use tablets and laptops for playing games or buying products online. There is also a far greater acceptance of adverts and SMS Marketing techniques. An Asian audience will consider these practices to offer them something of value, whereas Westerners are more likely to ignore the messages.
The marketing campaigns in the USA are seen by some as rushed and ineffective. It is becoming common practice for agencies to start basing strategies on those used in Asia. Xavier Facon of Crisp Media said: “They spend six months cultivating a mobile campaign, and what comes out is truly impressive. All of our showcase campaigns come out of Asia right now.”
Personalized Messaging
SMS marketing is taken to a far more personalized level in Asia. A lot of shops are able to send promotional messages to potential customers as they walk past their stores.
One of the big advantages Asia has over the West is the internet speeds which are available. In metropolises like Seoul or Tokyo it’s easy to send a video advert to someone’s phone that plays instantly. The wireless speeds we have over here are nowhere near as fast, even though they are improving. Such a campaign in the UK would leave mobile users frustrated that an uninvited video was sent to their phone and then would take a long time to load.
However, some executives feel the term “catching up” is being used incorrectly. A lot of people think the markets are too different for simple comparisons. Anna Bager of the Advertising Bureau’s SMS Mobile Marketing Center of Excellence said: “We should focus on what we have here. We are way more advanced when it comes to mobile ads. This is where you’ll see the innovations in ad formats.”
The USA is now the leader in the smartphone market and since 2012 the country spends more money on mobile ad campaigns than Asia. But it is the efficacy of these campaigns in contrast with those in the East that is being called into question.
A Different Market
One of the main reasons for this is that Asian consumers use mobile phones differently to Westerners. Asians use their mobile phones in the same way that western consumers use tablets and laptops for playing games or buying products online. There is also a far greater acceptance of adverts and SMS Marketing techniques. An Asian audience will consider these practices to offer them something of value, whereas Westerners are more likely to ignore the messages.
The marketing campaigns in the USA are seen by some as rushed and ineffective. It is becoming common practice for agencies to start basing strategies on those used in Asia. Xavier Facon of Crisp Media said: “They spend six months cultivating a mobile campaign, and what comes out is truly impressive. All of our showcase campaigns come out of Asia right now.”
Personalized Messaging
SMS marketing is taken to a far more personalized level in Asia. A lot of shops are able to send promotional messages to potential customers as they walk past their stores.
One of the big advantages Asia has over the West is the internet speeds which are available. In metropolises like Seoul or Tokyo it’s easy to send a video advert to someone’s phone that plays instantly. The wireless speeds we have over here are nowhere near as fast, even though they are improving. Such a campaign in the UK would leave mobile users frustrated that an uninvited video was sent to their phone and then would take a long time to load.
However, some executives feel the term “catching up” is being used incorrectly. A lot of people think the markets are too different for simple comparisons. Anna Bager of the Advertising Bureau’s SMS Mobile Marketing Center of Excellence said: “We should focus on what we have here. We are way more advanced when it comes to mobile ads. This is where you’ll see the innovations in ad formats.”