The Mobile Marketing Association is about to hold its second MMA Forum in Jakarta on 15 October following last year’s successful event. This year, the event will be followed in the evening by the MMA Smarties awards which recognizes effective and creative mobile marketing campaigns.
For the inaugural Indonesian Smarties awards, the association has released the shortlist of 35 finalists in 12 categories with the winners to be decided on strategy, creativity, execution, and result. Unilever is dominating the list with a nominee in nine of the 12 categories. Additionally, Unilever Indonesia’s Wall’s, Bango, Pond’s, Lifebuoy, have also made the shortlist for the Asia Pacific Smarties in a number of categories.
According to Rohit Dadwal, managing director of MMA Asia Pacific, “The quality of the nominees are incredible considering that it’s only the first year this event is being held. We hope that we can continue to stimulate and develop innovations in the mobile industry in Indonesia”.
Unilever’s regional vice president – media, Rahul Welde, VServ founder and CEO Dippak Khurana, and Mindshare chairman and CEO global emerging market Ashutosh Srivastava, will headline the list of speakers at MMA Forum Indonesia who will discuss the development, growth, strategies, and technologies of mobile advertising.
Other speakers at the MMA Forum include Fergus O’Hare, head of APAC Facebook Creative Shop, Norm Johnston, global chief strategy and digital officer, Mindshare, Joshua Maa, founder and CEO of Madhouse Inc., Nitin Mathur, senior director marketing, Yahoo Asia Pacific, and more.
Indonesia is Mobile Only
At a media event held today (2/10) in Jakarta, Dadwal said that Indonesia is closer to being a “mobile only” nation as opposed to “mobile first” because desktop computer penetration rate is only around 15% while mobile actually exceeded 100%, so it is imperative that brands see the situation accordingly, rather than deploying desktop-oriented campaigns. “You can’t force assets meant for desktop space into mobile and expect it to work”, he said.
According to Azalea Aina, MMA program director for Indonesia, companies today are still stubbornly running campaigns that are desktop-minded, forcing people to visit Flash-heavy websites when their Internet experience is primarily mobile. Companies like these are losing significant sales and awareness opportunities by not making mobile interaction their primary channel.
Dadwal put forward an example of a Coca Cola campaign between January to February of this year in China. The campaign earned the company nearly twice the advertising ROI through mobile while television achieved less than 1.2x, radio at 0.6x and out of home at 0.2x.
A lot of Indonesian brands have yet to make the jump to mobile and those who do, tend to allocate a small portion of their budget to test the waters. According to Dadwal, “this is because they have yet to see enough evidence to support mobile marketing”.
Indonesian consumers have gone primarily mobile for years yet marketers are still not convinced that mobile is effective. “They say nobody gets fired for making expensive television ads, but you spend just a few million on mobile and it doesn’t work, you’re gone”, Dadwal said. “We have evidence that mobile does work”.