Indonesia - Mobile Marketing Poised to Grow in Indonesia

How many mobile phones do you own? 1? 2? It is normal to see that more than one mobile phone is often in the hands of a consumer, and that leads to the percentage of mobile penetration is greater than population. Can you imagine how impactful mobile marketing is? Be the first few to tap into the mobile marketing market!

The growing mobile penetration in Indonesia coupled with remarkable improvements in mobile technology brings a new opportunity for marketers in the country to attract consumer attention. Mobile marketing is the new area for both marketers and solution providers to grow into. To address the potential and challenges of mobile marketing in Indonesia, Pacific Conferences is organising a two day conference on “Mobile Marketing” that will be held on 23 – 24 February. The conference will have industry experts and brand experts talking about how mobile marketing can be a viable channel to attract, capture and retain customers.

While businesses worldwide are embracing mobile technology as lucrative avenues to target consumers with their brand messages, in Indonesia it is still in a nascent stage. Pointing this out, Liam MacManus, digital director, Mindshare says, “Everyone has been talking about the opportunities for Mobile in Indonesia, but how many brands are really taking advantage of this fast-evolving environment? Is it right for every brand? How can we truly understand how our consumers interact with the channel and what are the real opportunities for 2012?”

With increasing use of smart phones and other mobile devices, there is an increasing digitisation of life in Indonesia. Consumers in Indonesia are connected constantly through their mobile devices that now serve as their health monitors, payment transfer devices, social connectors etc. Social media on mobile is a growing trend in the region, and this provides the marketers a viable medium to create brand recognition and loyalty. Venke Sharma, senior vice president, Arc Worldwide points out, “Indonesian consumers consider social media on mobile as the New Mass media. Marketers have not leveraged the opportunity as much as they would want to.”

Brands might feel hesitant jumping on the mobile marketing bandwagon because they do not feel confident about their initial foray into mobile marketing. Mobile marketing experts say that companies face the challenge of creating a unique level of personalised, targeted, time and location-sensitive rich brand engagement and interaction with customers, which could be the reason behind a low key approach in mobile marketing by brands. Harith Menon, Head of Mobile, Nokia Siemens Network explains, “There is a lack of belief that beyond TV and billboard, there are other tools that can be used effectively for an Integrated Mobile Campaign.”

In order to enable maximum and impactful brand engagement, marketers need to be equipped with the most relevant insights, understanding and inspiration into the mobile milieu for a successful marketing campaign. Marketers need to leverage on the right tool for optimum engagement and create innovative apps to capture customers at various locations and at any time of the day. Mobile technology has significant impacts on lives of Indonesians as it creates new ways for marketers to engage and influence millions of consumers at the point of their decision.

Source: By Staff Writer on 31st January 2012.

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