Skill shortages in Hong Kong hinder digital marketing growth

131119 Paul RobsonPaul Robson, President, Adobe Asia Pacific

The third annual APAC Digital Marketing Performance Dashboard by Adobe and CMO Council reveals that the development of digital marketing in Hong Kong is still struggling as skill shortages continue to bit. Across the region there are widening gaps in digital marketing maturity and while all countries understand the importance and value of digital, no country has managed to take full advantage of the opportunities that exist in this area.

Jointly conducted by the CMO Council and Adobe, the third annual APAC Digital Marketing Performance Dashboard was derived from a survey fielded across Asia-Pacific during the second and third quarters of 2014. The study benchmarked the levels of adoption, traction and maturity of digital marketing across Asia-Pacific which includes Australia, New Zealand, China, South Korea, Singapore, Hong Kong and India. It included a six-month in-field programme comprising quantitative surveys with over 800 marketing executives, the largest gathering of marketing insights over the years. Senior marketers within the Asia Pacific region from a range of industries took part, with 44% holding a title of Vice President or higher.

The Dashboard has found that the overwhelming majority of the respondents (93%) believe digital marketing can bring competitive advantage to their organizations. Although most of the executives in Asia Pacific recognize the role of digital marketing, the survey shows that countries have different performance on various indicators. Countries such as Singapore, Australia and India are pulling away with strong executive support and digital champions, while South Korea, China and Hong Kong struggle with executive support and skill shortages.


The role of stakeholders in driving digital marketing

The Dashboard identified that those countries with strong support for digital marketing from senior executives are moving to leadership positions. In Australia, Chief Marketing Executive ownership is at 54% in 2014, followed by India (42%), Hong Kong (41%), South Korea (39%) and Singapore (37%). Having a strong digital champion within the leadership team remained steady across the region at 38% between 2012 and 2014; however, Australia is pulling away with 62% in 2014, followed by Hong Kong (46%), Singapore (41%) and India (39%).

Unfortunately, some leadership teams are not convinced of the ROI of digital marketing, and although they are open to learning more, this skepticism is holding back adoption rates in some countries. Across Asia-Pacific, concern about ROI has risen slightly from 17 percent in 2012 to 21 percent in 2014 while Hong Kong (19%) is slighltly above average.

As for Hong Kong, 36% of marketers think that there is very strong support for digital from the leadership team, compared to 6% in 2013. 46% of marketers in Hong Kong say they do have a strong champion within the leadership team, which shows second highest levels of support among other countries across Asia-Pacific.

Channel partners and sales teams appear to be strong advocates for digital marketing with more calling for increased digital spend across Asia Pacific. Since 2012, the number of lines of businesses who are calling for increased investment in digital has increased from 15% to 25% in 2014. Channel partners and sales teams who are doing so have more than doubled from 15% in 2012 to 34% in 2014, while there is a tremendous increase in Hong Kong which has rocketed from 9% in 2013 to 40% in 2014.

According to 25% of the respondents from Hong Kong, IT is a big contributor and active partner in selecting and deploying solutions while 41% express functional heads and Line-Of Business (LOB) leaders are providing input and advice, and both rank second highest across Asia-Pacific. Relatively, IT experts, functional heads and LOB leaders serve as more supportive facilitators in Hong Kong when compared to other countries in APAC.


Slight improvements in skill levels but leaders pull away

There has been a small improvement in skill levels across Asia Pacific with dedicated digital headcount increasing from 13% in 2012 and 2013, to 15% in 2014. However, gaps are continuing to grow between countries which have a dedicated digital headcount in 2014:

  • Australia – 26%
  • India and Singapore – 18%
  • South Korea – 13%
  • China – 9%
  • Hong Kong – 7%.

Across Asia Pacific, use of analytics and reporting technologies has remained generally steady (72% in 2012 and 74% in 2014), but leaders are pulling away. In Australia, 91% of marketers are using analytics and reporting tools, followed by Singapore (79%), India (77%), Hong Kong (73%), China (70%) and South Korea (60%).

The Dashboard also found that marketers are not moving beyond more basic measurements. Asked whether they are measuring throughout the life of campaigns, only 4% of marketers in Hong Kong said they were, compared with an average of 13% across Asia Pacific.

Despite the lack of analysis throughout the life of campaigns, the skills and awareness of Hong Kong marketers are improving as proved by the fact that 60% of marketers in Hong Kong express they are currently measuring and testing the results of their digital marketing campaigns, up from 47% last year.


Interested in finding out how else marketers in Hong Kong fared in comparison to the rest of the APAC? Check out the links below:

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

APAC Digital Marketing Performance Dashboard 2014 Webinar

Webinar dashboard

Hear the findings from the third annual Adobe & CMO Council research into the state of Digital Marketing in Asia Pacific.

In a constantly evolving digital marketing landscape, some Asia Pacific countries are surging ahead while others struggle to embrace the opportunities that digital presents.

The previous year’s research showed that measurement and analytics technologies were widely adopted and increase support by channel partners and lines of business pushed for additional investment in Digital but cultural bias and predisposition to traditional engagement and campaigns were key issues identified.

Join us at this session as we take you through the findings. Some of the areas covered will be:

  • Significant differences between Asia Pacific countries on their approach to digital marketing are starting to appear with the study.
  • The confidence level of APAC marketers in their digital abilities.
  • The shift of priorities in digital marketing content strategy.
  • The measurement & testing of digital campaigns.
  • Investment in digital marketing and where APAC countries’ digital spend stand compared to global average.

Date: 30 Oct 2014


9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
11.30am – 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.30pm – 3.30pm Australia (Sydney, Melbourne,
4.30pm – 5.30pm New Zealand

Format: Online Webinar


Digital Disruption is changing the Public Sector

131119 Paul RobsonPaul Robson, President, Adobe Asia Pacific

Can you imagine a world without smartphones, or tablets; Facebook or Twitter? Can you imagine relying on enormous paper maps to find your way around a new city, or needing a number – fast – and flicking through a phone book? Most people can’t, because the world has changed with the proliferation of mobile internet. Digital has disrupted almost every aspect of our lives and organizations around the world are undergoing the tectonic shift that is digital transformation. Some are leaping ahead, others are lagging, but no sector is off the hook, including governments, which are at the forefront of citizen interaction.

The community, and the way we communicate, has changed dramatically in the last ten years. At the same time, we have access to the most sophisticated technology we’ve ever seen. Governments have an opportunity, and a responsibility, to leverage that technology to better engage with citizens, inspire them with streamlined, personal experiences, and generate efficiency and savings in these cost-conscious times. There are three key drivers that will shape digital disruption in the public sector: mobile, the internet of things and making everything digital.


Mobile and the proliferation of smartphones and tablets

Mobile is no longer a nice-to-have option – it’s a requirement. Smartphone penetration in Asia Pacific has exploded in recent years and according to the OECD, markets in Australia, Japan and Korea are above the 100% penetration mark. People have seen the value and convenience in using mobile technology in their day-to-day lives for all sorts of tasks, and they expect the same value and convenience from public sector agencies.

Public sector employees are also benefiting from mobile technology. Some public agencies have introduced BYOD because of the money saved by not providing employees with a device, but also because these employees have increased their productivity using mobile technology. Moreover, mobile technology can enable secure teleworking, which can ensure continuity of government services in times of crisis such as a natural disaster.

Organizations that do not provide content in mobile form are limiting accessibility. This issue does not just affect on-the-go executives. A range of demographics have adopted mobile devices including younger constituents and citizens with limited funds who cannot afford a personal computer and Internet access, but can afford a mobile device and data plan.

When combining the citizen demand for mobile information with the agency demand to increase self-service as a means to lower agency costs, it is clear that mobility is the future of citizen engagement.


The Internet of Things

The Internet of Things might have seemed like something from a science-fiction movie not so long ago, but not anymore. As we begin to enter a new era of machine-to-machine communications, we will see a redefining of the relationship between and people and things. For governments, there will be access to citizen insights like never before.

From farmers being able to monitor temperature, soil moisture and acidity and the effect it has on animal behavior; dishwashers knowing when to operate when the energy grid is least busy, to automated self-medication, the Internet of Things is disrupting and changing our lives.


Making everything digital

People expect access, engagement and transparency from government. They want faster access to services, to forms and the information they need. So what does that mean for governments? Adobe surveyed government communicators in the US earlier this year as part of its Digital Distress research and found that just 34% felt they had sufficient tools to be an effective communicator for their department of agency.

If governments are going to reach and engage citizens they need to target the platforms people are using and deliver engaging, personalised experiences. Future focus will be around mobile optimization, mobile apps and website optimisation. Today, according to Digital Distress, government communicators are embracing this disruption and are actively preparing for these changes. In fact, 38% of respondents are considering adopting Mobile Optimised Web, while 42% already use this tactic. In the growing field of website personalization, 26% of respondents are considering adopting this technology while 19% already use this.

As our lives become more focused and reliant on digital, those departments and agencies which embrace digital government and invest in the right technology and people will see the benefits. They will inspire their citizens with engaging, personalised experiences and they will reap the benefits of cost savings and efficiencies.


To find out where your agency or department falls when it comes to digital transformation, take Adobe’s Digital Marketing Maturity Assessment.

2014 아태지역 디지털 마케팅 성과측정 결과: 한국 마케팅 담당자, 디지털 마케팅 중요성에 대한 인식 제고에도, 여전히 실행에 어려움 겪어

chris정진우, 한국어도비시스템즈 디지털 마케팅 총괄 전무

‘2014 아태지역 디지털 마케팅 성과 측정결과’에 따르면 한국 마케팅 담당자들의 디지털 마케팅에 대한 신뢰도가 지난해 보다 높아진 반면, 실행에 있어서는 여전히 어려움을 겪고 있는 것으로 나타났다. 올해로 세 번째를 맞는 이번 조사는 어도비가 CMO위원회와 공동으로 한국을 비롯, 호주, 중국, 싱가포르, 홍콩, 인도 등 아태지역 6개국의 마케팅 임원 800여 명을 대상으로 이뤄졌으며, 오늘날 디지털 마케팅의 현황과 도입 및 활용 수준, 그리고 가능성 등을 측정·분석했다.

이번 보고서의 한국에 대한 주요 결과는 아래와 같다.


  • 디지털마케팅담당자대다수가디지털마케팅도입및실행에대한필요성을인식하고있는것으로나타났다. 지난해(81%)보다높은응답자의89%디지털마케팅이기업의비즈니스경쟁력을강화한다고답한응답자는89%로지난해(81%)보다증가했다.
  • 전문역량확보는향상, 기술도입및활용은뒤처져– 디지털마케팅을전담하는인력을보유하고있다응답한이들이13%2012(4%)2013(6%)비해2이상증가했다. 이는아태지역전체(13%, 14%, 15%)의발전속도를상회하는것이다.
  • 마케팅분석리포팅기술사용있어서는아태지역국가(아태지역평균75%) 가장낮은수치(60%)를보였다. 데이터관리능력또한저조한것으로드러났다. 이는아태지역전체적으로비슷한상황으로전마케팅캠페인과정에걸쳐데이터를지속적으로활용하는지를묻는질문에대해아태지역평균적으로2012년(14.5%)에비해오히려감소한수치(13%)를보였다.
  • 빅데이터활용도는지난해보다향상된것으로나타났다. ‘데이터를통해고객집단과행동패턴을분석한다’는응답이지난해9%에서1년만에19%로큰폭상승했다. 그러나, 43%에이르는대부분의마케팅담당자들은여전히빅데이터를통해의미있는인사이트를제공하기보다주요성과지표에만사용하는것으로드러났다.
  • ROI대한확신부족으로경영진지원미흡- 응답자의21%만이경영진이디지털마케팅에있어강한리더십을보여준다고답했다. 50%에이르렀는데, 이는아태지역국가들중가장높은수치다.
  • 국내에서의디지털마케팅도입을이끄는주요동인은모바일임을재확인시켰다. 응답자의67%가모바일기기의확산및발전이국내에서의디지털마케팅을이끌고있다고답했다. 또한국내마케팅담당자들중33%가‘채널파트너와세일즈팀이더많은디지털마케팅투자를요구한다’고답해, 이들이디지털마케팅의강력한지지자로떠올랐음을보여주었다.



2014 디지털마케팅성과측정결과인포그래픽

India trails digital marketing performance trends of mature markets

Mr-Umang-Bedi-Adobe-Systems-India-189Umang Bedi, Managing Director – South Asia, Adobe Systems

The 3rd annual Digital Marketing Performance Dashboard, a research by Adobe partners with CMO Council, divulges larger growth opportunities for Indian marketers as India is an emergent digital marketing performance leader in the region. CMOs are beginning to realise that technology is interlaced with their ability to execute in today’s digitised market space and specially, Indian marketers view IT as a big contributor in deploying digital marketing solutions.

This year the survey highlights that Indian marketers are reflecting on the efficacy of their campaigns and shifting from a tactical campaign-specific, KPI-driven approach, to demonstrating the business impact and value of digital as a strategy to engage customers. India is going through the same stage of advancement that was noticed in mature markets like Australia and North America a while back. This is in correlation with the increasing digital footprint of consumers in the country, making it extremely important for marketers in India to utlise digital to their benefit and enter the next phase of digital advancement.

Here are some findings for India:


Confidence in digital marketing is growing but marketers question engagement and activation

The dynamics of the Indian Market have changed. eCommerce has evolved in terms of magnitude. Mobile users are proliferating. As entrepreneurs receive a platform through digital, startups are mushrooming. In such a context, digital marketing is not only witnessing a higher adoption rate, but also becoming a strategic function of organizations. 96% of the Indian marketers have high confidence in the ability of digital marketing to drive competitive advantage. This is amongst the highest in APAC with only Australia leading with 97%.

However, while Indian marketers believe that the key driver to adopting digital is the ever-growing internet population (70% in India vs. 59% in APAC), their belief that customer preference and digital dependence drive the adoption of digital, and digital can engage and activate the audience, is lower than the APAC averages. Customer preference and digital dependence would increase along with the increase in penetration of internet in the Indian market. Therefore, what would matter is how the Indian marketers are able to increase engagement and activate audience through digital marketing. This presents challenges in program planning, execution and most importantly measurement.


The role stakeholders in driving digital marketing

Overall, digital marketing performance is improving across APAC, especially with regard to organizational alignment. For India, organizational alignment is almost at par with APAC and at the same level as 2013. Strong senior management support and receptivity to piloting and testing is less for India than the APAC average. Senior management is now shifting focus from piloting and testing, to committing to the programs in place, and giving priority to establish a strong digital marketing base before exploring newer areas. Good news however is that Indian marketers have been able to keep to the same level of digital champions on the leadership team as last year.

As compared to their APAC counterparts, Indian marketers are receiving lesser support from channel and sales teams for increasing digital spends. However they’re doing better as compared to last year suggesting that departments that have a customer interface are realizing the importance of digital marketing in augmenting their efforts. This is a critical learning and reinforces the importance of digital marketing in the integrated marketing plans of organizations.

Over 29% of marketers in India believe that IT is a big contributor and active partner in selecting and deploying digital marketing solutions. This percentage is much higher than the rest of APAC which is suggestive of an internal mandate from the Leadership to IT on digital.


High use of analytics but are they understanding ROI?

Indian marketers are more confident than their APAC counterparts overall in their marketing maturity (58% feel they are high or progressive in marketing maturity as compared to 39% in APAC). And more Indian marketers are using analytics and measurement technologies to prove the value of digital – 74% Indian marketers are currently measuring and testing results of digital marketing campaigns as compared with only 69% average in APAC. However, their understanding of digital marketing effectiveness is very much in the developing stage (company’s ability to measure value of digital and its ROI: getting better – 43%; needs improvement – 31%; high on excellence – 5%). Marketers are measuring more than ever. However the value of digital and data can be demonstrated by using it to create differentiated advantage and driving connected relationship strategy for the business.


Talent gap continues to challenge marketers

On an average of last three years, 18.7% Indian companies have an experienced, dedicated, in-house staff for digital marketing analysis; 5% higher than the APAC average – 30% of them have a dedicated director of digital. However a very measly percentage of marketers believe that data is integrated throughout the marketing lifecycle.

Across the board, marketers are disappointed in their agencies’ effectiveness across strategy, execution and measurement. Clearly, better progress is needed in the region to narrow the gaps in skills and talent. India has made progress by increasing in house talent but more needs to be done. Data is the backbone for business and marketers, and India has the potential to be the center-of-excellence for data. We’ve got a big opportunity ahead of us and organizations need to act fast and invest in skills development.


Interested in finding out how else Indian marketers fared in comparison to the rest of the APAC? Check out the links below:

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic