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Tech-savvy consumers seen to drive mobile marketing trends

Veronica C. Silva | May 2, 2012
Industry players survey how the market can live up to consumer expectations.

With Singapore being one of the most digitised and connected economies in Asia, mobile marketers from across the globe recently held an industry-wide forum to discuss the direction of mobile marketing.

At the Mobile Marketing Association Forum Singapore 2012 held last week, industry players were almost unanimous in agreeing that technology-savvy consumers are driving the direction of mobile, Internet and digital marketing.

In fact, speakers noted that consumers no longer distinguish the media or channel through which digital content is consumed. Whether it's the Internet or mobile devices, for as long as it's digital, tech-savvy consumers are more than ever interested in content.

Consumers will be less concerned about the distinctions between mobile and digital and Internet, but will simply operate within a converged space, said Michael Yap, deputy CEO, Media Development Authority of Singapore (MDA), in his keynote address.

Cognizant of this, Yap said the MDA has been encouraging the development of the interactive digital media sector by collaborating with industry through projects such as the test-bedding with a mobile marketing focus.

Content is king

Almost echoing Yap's speech, Marcel Fenez, Global Leader Entertainment & Media, PricewaterhouseCoopers, also noted that consumers take technology as a given, and that they are more interested in content than in channels.

And whether consumers are using entry-level or high-end digital devices, they all want compelling experiences, regardless of the device, said Srikanth Raju, head, ecosystem, APAC, Nokia.

A representative of the Mobile Marketing Association, an international non-profit trade association, also told participants that the focus on this year's Forum is on the consumers that have made the digital world part of their daily routine.

"The tech-equipped digitally-savvy consumer of the future is the clear focus, as they use their mobile devices in ways that brands and marketers could never imagine," said Rohit Dadwal, managing director, Mobile Marketing Association Asia Pacific Limited. "This year we've had more of everything - more brands, more delegates, more insights. This is a reflection of reality. Mobile is so much a part of everyday life that now it's the consumers who are shaping the landscape of this new media."

Consumer behaviour was the focus of the conference, whether the discussion was on social TV, cross media communication, or mobile commerce.


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