MANILA, Philippines – Nick Wiggin believes that the mobile revolution is here, and television is the thing to beat.
In his keynote speech at the Mobile Media Congress on Wednesday, Wiggin, the global head of advertising for China-based information and communications technology solutions provider Huawei, said that despite the current lag in the growth of mobile advertising, the future is bright.
However, for growth to be possible, stakeholders must make for consistency in the space.
“Keep it simple, let's go back to basics,” he said at the congress venue at the Power Plant Mall. “Let's make it easy for marketers to buy mobile advertising.”
In the Philippines, it is currently traditional media at the top of the advertising heap, with revenue from ads in mobile sites and apps taking a backseat to those from television, radio and print.
One way for consumers to become more involved in mobile marketing campaigns, Wiggin said, is to deliver relevant content that they can easily share. “Content must be relevant and deliver contagious experiences,” he said.
However, the development of mobile marketing will not be easy, as brands have to develop relevant partnerships, such as with advertising agencies, in order to deliver great content in the best possible ways.
He added, “Brands must have the tools and technology to monitor [their success].”
One of the methods that marketers currently employ in getting their messages across is SMS, or ads in the form of text messages. SMS advertising is prevalent in the Philippines.
However, some consumers have felt that it is intrusive, such that the National Telecommunications Commission has created facilities for consumers to complain about so-called "text spam."
According to Wiggin, SMS is most effectively used in adding an extra layer of value to a media campaign. "SMS is a channel for advertising (in emerging markets) rather than apps, [but its effectivity] will depend on communication objective and the market."
“Avoid over-complicating mobile,” he said.