A panel discussion at the 2018 Mobile Marketing Association Forum held in HCM City on October 26. (Photo: VNA) HCM City (VNS/VNA) - More than400 executives representing local and foreign businesses, brands, agencies,publishers, and technology companies took part in the 2018 Mobile Marketing AssociationForum held in HCM City on October 26 to discuss the opportunities andchallenges for enterprises from the explosive growth of mobile marketing.
"Shape the Future" covered topics like leadership perspective: how to manage today’s complex marketing landscape;how digital marketing can lead and enrich brand experience introduction;reaching rural mobile consumers; and the secrets to operating successfully onmobile platforms.
Rohit Dadwal, managingdirector of the Mobile Marketing Association Asia Pacific Limited, said mobilephones have drastically changed the way consumers are accessing media content.
This year nearly 50 percentof Vietnamese who are connected to the internet did so via smartphones, withmobile devices growing to account for 50 percent of all digital minutes in Vietnam,and this in turn has profound effects at the business level, he said.
The shift in mobileconsumption is shaping the way businesses across sectors are conductingthemselves in the marketing world, he said.
Businesses aretransforming themselves to embrace and maximise mobile marketing efforts, hesaid, pointing out that, for instance, video advertising is becoming a keyfocus for many industry players as online video content consumption increasesacross all age groups in Vietnam.
“We are at a juncturewhere it has become imperative for business to leverage mobile marketing tocreate a deep, authentic connection with consumers.
“As an industry, we needto look to the future and take charge of shaping the future of not just mobilemarketing, but also our businesses.”
According to DavidPorter, vice president, Global Media, at Unilever Asia, Africa, Middle East,Turkey and Russia, marketing is evolving faster than ever. As a result, it hasput tremendous pressure on marketers to rethink their organisational structure tobest take advantage of mobile marketing, he said. “Vietnam is at the centre ofmobile growth.”
Brands have to be prepared to meet customers where they are, theyshould prepare to have assets really mobile-ready, including optimisingwebsites for small screens with contents repurposed for any screen,pre-aligning creative and media teams to build relevant assets, andunderstanding viewability, he added.
Delegates said in the context ofincreasing demand for effectiveness of marketing campaigns from clients,traditional media methods no longer bring maximum value any more, and keepingup with the latest trends in the market is the key for marketers to nimbly meetclients’ needs.
In afast changing world, marketers tomorrow must be agile and adaptive to understandemerging trends which shape the future of human beings and always be ready toserve consumers in novel, exciting and better ways, they said.
At the forum, Indianfirm POKKT released a new report titled The Power of Mobile Gamingin Vietnam in association with MMA and Decision Lab.
With mobile gamingregistering phenomenal growth across multiple demographics in Vietnam, thelargest mobile gaming market in Southeast Asia, advertisers have anunparalleled opportunity to optimise audience engagement and drive higherreturns on investments, according to the report.
Participants also heardpresentations on the best campaigns from the 2018 Smarties Vietnam Awards.
Phan Bich Tam, countrymanager, Mobile Marketing Association in Vietnam, Myanmar and Cambodia, saidthe annual event provides a good opportunity for participants to network andseek potential partners.-VNS/VNA
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