Study: Budgets don't match mobile's value to marketers in Asia

03/4/2014 | CMO.com

Nine in 10 marketers across the Asia-Pacific region nod to the importance of mobile, but agencies report that nearly three-quarters don't yet have a mobile strategy, according to a study by Warc with MMA and the Festival of Media Asia Pacific. "It's clear from the study that there is still a long way to go before brands and agencies in Asia-Pacific understand the full potential of mobile for reaching consumers," Warc Asia-Pacific Managing Director Edward Pank said, adding that "those brands that have taken the leap are now learning to use mobile in innovative ways that integrate with other marketing activities."

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