Versus any other form of media, such as TV, mobile phone penetration is at its highest peak in the country today, with 9 out of 10 Filipinos owning mobile phones, Globe President and CEO Ernest Cu declared in the recent conference of the Internet and Mobile Marketing Association of the Philippines (IMMAP).
As such, mobile phones will change the landscape of traditional advertising in the country, he predicted.
Already, out of 5,000 respondents across 8 countries, 68% sleep with their mobile phones next to them and 66% would rather take their mobile phones to work instead of lunch, according to the Globe CEO, citing Time Magazine's Mobility Poll.
Hence, the use of mobile as a channel to communicate with a target market pushes brand activation to the limits of a consumer's imagination, Cu pointed out.
"It's an effective platform to bring advertising campaigns to life."
Mobile advertising also "opens creative corridors for dynamic and more compelling content, capitalizing on strong visual stimulation to entice consumers."
And because mobile phones encourage interactivity, consumers can instantly send feedback, making the retail experience more relevant and meaningful.
"Mobile technology has changed the way brands talk to their consumers," says the Globe CEO. "It's so personal and powerful. Mobile advertising-driven campaigns enable you to reach out to target markets, profile customers and touch them directly."
For its part, Globe partnered with Out There Media in launching its own mobile advertising platform My Rewards, My Globe Plus in 2010 and has hauled in over 2 million opt-in subscribers at present.
Top consumer brands such as McDonald's, Clear and Sunsilk have effectively used the platform to engage and establish affinity with their target consumers.
Taking the track of extensively profiling the customer, Globe is embarking on a massive US$90 million IT and systems transformation to monitor subscriber demographics, usage, product subscriptions, transactions, bill payment and behavior.
"As soon as we see that a customer has the propensity to top up load, to roam, or to subscribe to a promo on any given day, we can push the relevant service in an instant, to the right customer, at the right time," he concluded.