Emerging markets "positive" for mobile marketing

Emerging markets will be an opportunity for mobile marketers since there is so much potential for growth, however local advertisers may be better placed to take advantage, says an expert.
Emerging markets are an opportunity for mobile marketers, but it may be that local brands have more success than international firms, says an industry expert.
Mike Wehrs, chief executive officer of the Mobile Marketing Association, made his comments following research by Analysys Mason, which showed that mobile market growth will be driven by countries such as India and China in the future.
He pointed out that western advertisers have to understand that they will not be able to translate a marketing campaign literally word for word when attempting to penetrate the culture of a country.
As a result, Mr Wehrs noted that local marketers may find it easier to compete with bigger global brands as the expense of putting together a mobile promotion is relatively low.
"As we see greater penetration of handsets within the markets it will open up the opportunity for marketing. I only see it as a positive thing," he added.

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