Mobile marketing is no longer an option today and digital marketers in Asia Pacific understand this fully. It is now an indispensable tool for engaging customers and sustaining interaction with the audience. But how well do marketers actually understand their consumers?
According to the Adobe Digital Index Best of the Best Benchmark 2015, digital marketers in Asia Pacific continue to excel in mobile marketing. With more than 2.5 billion mobile users, marketers in Asia Pacific are focused on prioritising mobile in their overall marketing strategy.
Mobile-first business transformation is being led by Asia Pacific, as the region outpaces the United States on smartphone visits. SEA saw double-digit increases year-over-year in their share of smartphone visits, with an 18% increase for best of the best websites and an 11% increase for average websites.
However, where the region’s marketers fell behind in their mobile strategy was in conversion rates.
According to the study this indicated a lack of understanding from marketers in consumer mobile and desktop activity and possible friction in the process and experience. Click-through rates were also weak in SEA. This showed a lack of alignment between consumer intent and advertising execution.
“It’s clear mobile optimisation is no longer an option, and if businesses are under-skilled in mobile development, it will put them at a severe disadvantage,” said Tamara Gaffney, director at Adobe Digital Index.
“APAC is dominating when it comes to smartphone and tablet visits. We’re seeing the best websites in APAC coming out ahead of the United States, with more than 50% of their visitors coming from smartphones, and increasingly high success rates in areas like consumption and stickiness. The data is telling us that delivering seamless experiences across devices is the key to acquisition and engagement.”
The index compares the overall average versus the top 20% websites on six key performance indicators across eight regions: Australia and New Zealand (ANZ), Southeast Asia (SEA), India, South Korea, Hong Kong, China, Japan and the United States.
Key performance indicators are smartphone and tablet traffic, stick rate, visits-per-visitor, time spent, conversion rate and click-through rate. Here is an example of how to use the graphs below:
Are you ready to see how your company is performing in the market? Here’s a look at some insights to gauge how well your market is doing:
Share of smartphone visits
As consumers continue to reply more and more on their phones to be connected, mobile optimisation has become a necessity for brands.
Share of tablet visits
Southeast Asia sees the highest share of traffic from tablets. Marketers should make device optimisation a key since tablet visitors tend to consume more video content.
Stickiness – the ability to attract and satisfy the consumer so their visits last more than one page – is a critical metric for mobile marketing success. How can marketers improve stickiness? Optimise paths based on device and context and align reach-based advertising with specific audiences.
Visit rate (visits per visitor per month)
More visits per visitor equates to loyalty and reduced acquisition costs – a big win for marketers. Loyal visitors are key to markets as they convert at a higher rate and contribute more to brand health.
Hong Kong, SEA and China show the weakest conversation rates. Marketers need to understand that conversion requires understanding what activities consumers use mobile and desktop for and eliminating any friction in the process.
India and SEA see the most time spent on sites. Longer visits can lead to engagement and loyal visitors, which may also increase upsell and advertising opportunities. However, it may be related to confusion and difficult navigation and this should be tracked with pathing.
CTR indicates the alignment between consumer intent and advertising execution. Acquisition via search is weakest in Japan and SEA. An improved CTR increases return on advertising spend and stretches budgets further for additional acquisition activities.