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.

Adobe_Japan_infographic_final_2013

  • 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.

 

보고서다운로드

2014 디지털마케팅성과측정결과인포그래픽

APAC Digital Marketing Performance Dashboard 2014: The gap continues to widen between digital leaders and those falling behind

Hisamichi KinomotoHisamichi Kinomoto, VP of Marketing, Japan and Asia Pacific, Adobe Systems

Join the Conversation via #APDash

The third annual APAC Digital Marketing Performance Dashboard reveals a fragmented digital marketing landscape is emerging as some Asia Pacific countries surge ahead of others which are falling behind. Furthermore, while all countries understand the importance and value of digital to their overall marketing strategy, no country is taking full advantage of the opportunities it presents.

The research was conducted by the CMO Council in partnership with Adobe and includes the largest gathering of marketing insights from the region, representing more than 700 senior marketing executives across key countries. Overwhelmingly, 92% of respondents stated that digital will bring competitive advantage to their organisations. But within this optimism, we begin to see key differences between the leaders and the laggards. Countries such as Australia, India and Singapore are pulling away with strong executive support and digital champions, while Korea, China and Hong Kong struggle with support and skill shortages.

Here are some key findings from the research this year:

  • Marketing readiness across Asia Pacific is on the rise

– There is an increasing market readiness for digital in Asia Pacific

APAC_3_year_comparison

  • Senior executive support drives digital marketing adoption

– In Australia, Chief Marketing Executive ownership is at 54% in 2014, well above other countries such as India (42%), Hong Kong (40.6%) and Korea (39%).

– 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%).

– Organisational alignment across Asia Pacific increased with a ranking of 3.8 compared to 3.2 in 2013.

  • Channel partners and sales teams have emerged as strong advocates for digital marketing, calling for increase digital spend across Asia Pacific.

– Since 2012, the number of channel partners and sales teams who have called for increased investment in digital has more than doubled from 15% to 34% in 2014.

  • The importance of ROI is growing though some countries are skill skeptical.

– Across Asia Pacific concerns about ROI has risen slightly from 17% in 2012 to 21% in 2014.

– However, the Dashboard reveals that in Korea, 50% of senior leaders are not convinced of digital marketing ROI.

  • Small improvements in skill levels but leaders pull away.

– There are small improvements in skill levels across Asia Pacific with dedicated digital headcount increasing from 13% in 2012 and 2013, to 15% in 2013.

– Yet, gaps are continuing to grow between countries which have a dedicated digital headcount in 2014:

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

  • The use of analytics and reporting technologies has remained steady, 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 Korea (60%)

– However, marketers are not moving beyond basic measurement with only 13% of marketers across Asia Pacific said they are measuring throughout the life of campaigns, compared with 14% in 2012.

 

What does this mean for digital marketers in APAC?

The 2014 Dashboard has uncovered the varying degrees of digital marketing maturity across the region, and highlights the need for marketers to continue to demonstrate value and ROI. With customers having the ability to touch any part of an organisation, the role of marketing in transforming business is crucial and requires executive support and investment. Marketers in those countries which are lagging, like Korea, China and Hong Kong, need to leverage the data they receive to help educate senior managers of its value.

Big data is powerful and essential to creating personalised customer engagement and experiences. With so much data available, and more tools than ever before, marketers are in a strong position to drive business results, but no country is Asia Pacific is taking full advantage of the vast amounts of data they receive. Opportunities exist for marketers to lead by measuring and analyzing their full campaigns, not just implementing a piecemeal approach.

The good news for Asia Pacific is that it is slowly stepping up on the global digital stage, closing the gap between matured marketing regions like North America and Europe. However, regional marketers within Asia Pacific that are falling behind will face increase global pressure to keep pace. In order to bridge the gap, organisations need to accelerate their investment in employee’s professional development as well as the right technologies to leverage the benefits of digital. In addition, a bolder approach is needed to applying metrics and driving a more compelling case for increase investment. The time to start making the move to digital excellence is now. Will you take the leap or get left behind?

 

Stay tune to this channel as we continue to launch country-specific findings across the region this week.

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

2013 APAC Digital Marketing Performance Dashboard Blog

AFL Grand Final Fever Feeds Social Media Buzz

There was a lot of social buzz in Australia over the weekend as the Australian Rules Football League (AFL) Grand Final between Hawthorn Hawks and the Sydney Swans took place with the Hawks coming out on top with a convincing win.

The passion for Aussie Rules had spilled over into the ongoing inter-city rivalry between Melbourne and Sydney. In the lead up to the clash the internet was full of buzz. In the 30 days ahead of the Grand Final fans of both clubs from around the globe took to the internet to show their support, but the Hawks had already won the psychological social media battle, edging out the Swans in the number of mentions.

Fan reactions ranged from joy their team had made it to the biggest game of the year, to surprise they had done so. 14% of Hawthorn’s social media mentions expressed surprise the defending champions had made it to the Grand Final for the third year in a row, while just 7% of Swans mentions were surprised the 2012 champions were back again.

The Adobe Digital Index tracked thousands upon thousands of social mentions across multiple platforms from both teams as they made their way through the finals series, capturing the number of mentions of “AFL Grand Final” and the sentiment people were expressing. The analysis of more than 500,000 social mentions relating to the Grand Final also showed that the Australian football code is punching above its weight on a global scale, gaining almost as much social media traction outside its home country as the National Football League in the United States. Geo-tagging social media mentions revealed that 19% of the social media buzz is coming from outside Australia, compared to 21% of the social media buzz surrounding the American National Football League (NFL) which comes from outside the US. The AFL may not be a global sport in terms of participation, but like the NFL, this figure clearly shows it has a huge following beyond Australian shores.

Key Findings

  • The battle for the Grand Final social buzz champ is dead even; Hawthorn has a slight edge over Sydney over the last 30 days. The state of Victoria is producing 32% of the buzz from within Australia, with New South Wales a close 2nd.

AFL1

  • The state of Victoria is producing 32% of the buzz from within Australia, with New South Wales a close 2nd.

AFL2

  • Buddy Franklin leads the player buzz going into the final against his former team, but not all of the buzz is positive; Buddy has two-and-a-half-times more mentions than Hawthorn buzz leader, Luke Hodge.

AFL3

  • Social buzz is mixed with 54% relating to joy or admiration and 46% of social buzz relating to sadness or surprise.

AFL4

  • Some 81% of all mentions came from Australia, with 6% from the UK, 5% from the US and 3% from Germany, reflecting the global appeal that the AFL has managed to generate. The AFL has only slightly less international appeal than the NFL; AFL (19%) and NFL (21%) produce similar percent of buzz from outside their home country.

AFL5

 

New research has confirmed widening gaps in digital marketing maturity across Asia Pacific

Stephen Hamill, Managing Director, South East Asia, Adobe Systems

20140510-0013 copyIn our blog yesterday we shared the results from the APAC Digital Marketing Performance Dashboard 2014, showing that countries such as Singapore, Australia and India are leading the pack in the Asia Pacific. The Dashboard, which studies the state of digital marketing across the Asia-Pacific region, surveyed over 700 marketing executives. It revealed executive support and data-driven approach creates a widening gap between digital leaders and those falling behind.

The research uncovered that while more marketers in countries like Australia, India and Singapore are using analytics and reporting technologies, no country is truly taking advantage of the huge amounts of data they are collecting. Few see leveraging data as a competitive advantage, whereas globally, advancing the customer experience with deep personalization and smart adaptive engagements is driving revenue gains and measurable advantage.

What about Singapore? Here are some key findings:

In Singapore specifically, and more generally right across the region, more needs to be done to prove the value of digital marketing investment. For brands that do not have e-commerce channels, it’s hard to directly link revenues to campaigns as there’s a gap in the fulfillment process and therefore, there may be a difficulty in convincing stakeholders based on proving financial ROI alone.

This means marketers have to be more strategic in showing value. Unfortunately, of the Singapore marketers surveyed, half are using data to merely report KPIs or are not doing anything with it at all. A mindset change is needed, where marketers need to look at data at every point along their campaigns and use the insights to generate improvement for their activities – this is especially critical in a fast-paced market like Singapore where informed business decisions need to be made swiftly. That in itself is already a quick win for proving the value of digital campaigns.

Lines of businesses as well as channel partners and sales teams continue 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 have called for increased investment in digital has increased from 15% to 25% in 2014. Singapore is an outlier on this front, with lines of businesses (9% SG vs 25% APAC) as well as channel partners and sales teams (18% SG vs 34% APAC) here being the least interested in pushing for digital programs in 2014.

Some leadership teams are not convinced of the ROI of digital marketing, but are open to learning more. Across Asia Pacific concern about ROI has risen slightly from 17% in 2012 to 21% in 2014. The Dashboard reveals that in Korea 50% of senior leaders are not convinced of digital marketing ROI but want to gain a better understanding, followed by Singapore with 22%.

Despite the lack of interest and confidence from stakeholders, the good news is that leadership teams in Singapore are the most receptive (46% SG vs 31% APAC) to piloting and testing new digital channels and programs. These results show that the lack of interest and confidence is not based on an outright rejection of digital marketing. It is more likely that stakeholders do not have a good understanding of digital and what it can be used for. This represents a golden opportunity for marketers to set the digital agenda and educate their stakeholders on the benefits and value of digital. In fact, with Singapore leadership teams being open to piloting and testing, field-testing could be an excellent way for marketers to demonstrate digital marketing ROI.

While 93% of marketers believe digital marketing can create a competitive advantage, differences in execution are evident around the region. 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 Korea (60%). However the research has highlighted that marketers are not moving beyond more basic measurements. Asked whether they are measuring throughout the life of campaigns, only 13% of marketers across Asia Pacific said they were, compared with 14% in 2012.

 

Stay tuned to this channel for more Dashboard news and findings. You can also find out more results from the following links:

Download the executive summary

APAC Digital Marketing Performance Dashboard 2014 Infographic

You can also follow the conversation on twitter via #APDash.

Australian marketers lead Asia Pacific in digital marketing but advanced implementation has stalled

140714 Chris Skelton6Chris Skelton, Managing Director for Australia and New Zealand, Adobe Systems

New research from Adobe and the CMO Council has revealed Australia continues to lead Asia Pacific in the adoption of digital marketing, pulling away from other countries in the region. However, skill shortages and budget constraints have stalled the implementation of more advanced measurements.

The third annual 2014 Digital Marketing Performance Dashboard included a six-month in-field program comprising quantitative surveys with over 700 marketing executives. The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, Korea, Singapore, Hong Kong and India. Senior marketers within the Asia Pacific region from a range of industries took part, with 44 percent holding a title of Vice President or higher.

This year, the Dashboard exposes several factors which allow Australian marketers to pull away from their counterparts in Asia Pacific. These include strong support from company leadership, having a strong digital champion in the leadership team and increased support from stakeholders. In the 2014 Dashboard, channel partners and sales teams have emerged as digital advocates with support for increased digital spend more than doubling since 2012. Strong senior executive and stakeholder support is a key factor in driving digital marketing adoption and allowing Australia to pull away as a leader in Asia Pacific.

Key findings from the study for Australia include:

  • 52% of organisations advised that Chief Marketing Executives own the digital marketing strategy, compared with 39% across Asia Pacific; 62% of Australian companies have a digital champion on the leadership team, well above the Asia Pacific average of 38%.
  • Skill levels have stalled across Asia Pacific and while Australian marketers have reported some improvements, skill shortages remain. Across Asia Pacific, companies with a dedicated headcount to carry out digital marketing analysis has lifted only slightly between 2012 (13%) and 2014 (15%); however, in Australia a dedicated headcount has increased from 15% in 2012 to 26% in 2014.
  • Three quarters of marketers in Asia Pacific are measuring and analysing data, however implementation of more sophisticated performance indicators remains low across the region. There has been no progress across Asia Pacific in measuring data across the life of a campaign, and percentages remain low year on year: 2012 (14%), 2013 (10%) and 2014 (13%). In Australia, measuring across the life of a campaign is lower than the Asia Pacific average and has dropped to 11% in 2014, from 13% in 2012.
  • The ability to better engage and activate audiences is driving the adoption of digital; 81% of Australian marketers cite engagement as the key driver compared with 58% across Asia Pacific.
  • The proliferation and capability of mobile has increased as a driver of digital adoption in Australia up from 52% in 2012 to 65% in 2014.

This year’s research shows that many marketers are not measuring across the life of a campaign and that means they’re missing important data points that could be used to drive better business results. While Australia leads the pack, skill shortages remain prevalent and the ability of marketers to leverage more complex measures is stalling growth. With better skills, marketers could be taking advantage of more data to drive business results and demonstrate ROI.

Looking forward, Australian organisations need to accelerate their investment in skills development to close the skills gap s faster and look into new technologies for better measurement to prove ROI and drive a more compelling case for increased investment.

Download the complimentary executive summary.

APAC Digital Marketing Performance Dashboard 2014 Infographic.

Follow the conversation via #APDash.