Archive for November, 2012

APAC Digital Marketing Performance Dashboard 2012

Mark Phibbs, Senior Director Marketing and Global Channel Marketing, Adobe APAC – LinkedIn @MarkPhibbs

Wondering if your digital marketing efforts are matching up to that of the region? Speculating how you benchmark against your competitors?  The APAC Digital Marketing Performance Dashboard 2012 was launched today by the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across APAC. A six-month in-field program comprising quantitative and qualitative surveys, this inaugural study benchmarked the levels of adoption, traction and success of digital marketing in Australia, China, Korea, Singapore, Hong Kong and India. 295 senior marketers from a range of industries took part. Now you can gauge your performance against the rest and get a better understanding of digital marketing in the region!

Several keys points from the report stood out:

  • Digital marketers in APAC have high levels of optimism and confidence in the benefits that digital marketing can bring to their business.

–         93% of respondents believed that digital marketing could create competitive advantage for their company

–         52% felt that digital marketing was crucial in helping them form a customer-centric, responsive organization

–         51% felt that digital marketing helped boosts the effectiveness and efficiency of their overall marketing programme

–         63% claimed that customer preferences were driving the move to digital marketing activities

  • The greatest obstacle facing APAC marketers is the low investment levels dedicated to digital marketing.

–         53% of respondents cited budget limitations as a significant factor preventing them from undertaking critical activities such as testing and analysis

–         72% are spending less than 25% of their total marketing budget on digital marketing initiative

–         Of that group, 37% are spending even less than 10%

  • In spite of the current low spend, APAC marketers expect to increase investment in 2013.

–         47% of respondents said they would increase allocation to digital marketing to between 10-24% of their total marketing budget

–         22% said they would increase spend to 25-49%

  • Skill shortage appears to be a significant issue across APAC.

–         About 49% of respondents said their current marketing teams didn’t have the right skills, experience or talent needed to take on digital marketing strategy

–         38% said they had insufficient budget to bring on the right level of senior talent

–         27% admitted that they were unable to find the right staff with the right skills

–         32% acknowledge that outsourcing is not the solution by saying their agencies’ capabilities were limiting their ability to execute effectively

  • Although a majority of organisations in APAC are using analytics and reporting technologies, they are still finding challenges in measuring return on investment.

–         72% of respondents are using analytics and reporting technologies. However, of those, only 3% feel they are excelling in their ability to measure value and return.

What does all this mean for digital marketers in APAC? It stems down to two main meanings. Firstly, marketers are using reporting and analytic technologies but struggling to move beyond basic KPIs. This can be seen in the data where although 72% of respondents are using reporting and analytic technologies, only 19% of those rate their ability to measure ROI as excellent or very good. Secondly, the lack of dedicated resources will continue to make it difficult to demonstrate ROI and develop a strategic approach. The report shows that 74% of respondents rate their current proficiency in delivering a go-to-market digital model as moderate or needing improvement. A staggering 49% say lack of in-house digital expertise is their greatest challenge while 72% are using multiple digital agencies. Both the challenge to move beyond basic KPIs and the lack of dedicated resources affect the ability to measure ROI effectively which in turn leads to the inability to increase budget with the lack of proof.

So then, what are the next steps? There are several recommendations that you can start working on to get improve your digital marketing efforts:

1) Appoint senior digital marketing leaders to own the marketing strategy alignment to key business drivers.

2) Make sure your organization is measuring the right elements in order to demonstrate ROI

3) Boost in-house dedicated, skilled analytics resources to drive the shift from tactical KPI measurement to prove ROI and leverage data for analytic insights

4) Continue investment in measurement and optimization technologies as well as ongoing staff training – up skill your in-house staff today!

To download and read the full report click here

To view the APAC Digital Marketing Performance Dashboard Infographic click here

To view the APAC Digital Marketing Performance Dashboard  ROI Measures Infographic click here

APAC Digital Marketing Performance Dashboard ROI Measures

This infographic shows how APAC marketers are measuring ROI. The good news is that marketers are measuring digital results, with 72% are leveraging analytics and reporting technologies. The bad news is that marketers are not delivering the reports that really meet the expectations of senior management in terms of proving return on investment.

To download the full report click here.

Follow the latest news on the APAC Digital Marketing Performance Dashboard on twitter via #APDash

APAC Digital Marketing Performance Dashboard Infographic

This infographic is central to the whole report, and illustrates the state of digital marketing adoption across Asia Pacific with respect to four key categories: Mindset, Marketing Readiness, Organizational Alignment, and Marketing Skills. All ratings are on a scale of one to 10, with 10 being the highest.  The overall rating for each category was reached by taking an average of four key indicator questions relating to each category. The ratings of individual countries against each of the categories is also shown, with the highest rating for each measure appearing in that rating’s specified color. The infographic shows that the mindset for digital adoption is positive across the region, but talent, readiness to implement, and organizational alignment must improve in order to capitalize on these efforts.

To download the full report click here: http://bit.ly/1aO2U2O

Follow the latest news on the APAC Digital Marketing Performance Dashboard on twitter via #APDash

Where are all the digital analysts?

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

The digital era is upon us. Companies around the globe are already online or moving online. Digital marketing has grown substantially over the years and becoming a priority in many companies. Social media and mobile platforms are becoming pivotal to brands eager to reach customers.  All this has created for an explosion of data. Useful data. But data on its own is just numbers – you need analysis to unlock its secrets and put it to work. And that’s where the problem starts. Where on earth are all the digital analysts?

 

Skilled data analysts are needed now more than ever to analyse data and make sense of the findings to help justify, improve and optimize marketing efforts and customer engagement.

The lack of digital talent is not just a problem here in Australia but around the globe as well. As the demand for digital increases, it seems likely there will be a talent vacuum for a few years yet to come.

Analytical talent requires practitioners to possess a whole variety of skills, as Damon Scarr, Commercial Director of Yahoo!7 says. “Today you can’t just be a data analyst; you need to be a sociologist, an anthropologist, a strategist and a developer – a veritable digital jack of all trades.”

There are several suggestions companies can follow to help bridge the talent gap. Here are a few:

1)      Invest in the education path for digital talent. This can be done by working together with universities to promote digital courses, internships and help popularise the trade. Think of ways of making it ‘cool’ to young graduates, show them the potential of having such an in-demand talent and let them know that the digital sector is the place to be at the moment!

2)      Take the time and effort to train and up-skill your current team. Instead of waiting around for new digital analysts, invest in your current employees. Get your traditional marketing experts trained so they embrace the digital world.

3)      Given the lack of talent at the moment, ensure that you offer the right work environment and culture to make your company a highly desirable workplace. This means investing in the most sophisticated technology and tools, and developing a culture where digital analysis is central and highly valued to marketing and the business.

4)      Hire and train specialists. Being an expert in every element of digital analysis is almost impossible. The role requires constant training and updating on all the latest technologies and methods. Companies can avoid overwhelming their digital analytics team and optimize their efforts by investing in specialized analysts – such an implementation specialist/engineer who solely manages the implementation of web analytics tools and maintains ongoing implementation changes to capture data. For more information on the sort of specialized roles analysts perform, click here.

As companies are starting to embrace digital media and marketing more and more, the demand for digital analysts skyrockets. What else can we do to bridge the gap? What other suggestions do you have that companies can do to increase the talent pool for digital analysts?

Getting ROI from your 2013 Digital Marketing Investment

That was the underlying theme of Adobe’s Digital Marketing Forum that was held last week in Singapore. Regional experts Ali Bullock, Head of Communications for World Wildlife Fund Hong Kong, Damien Cummings, Regional Marketing Director, Digital and Social Media for Samsung Asia and Marco Ryan, Managing Director ASEAN for Accenture Interactive were the highlighted guest speakers and shared a wealth of anecdotes, insights and words of wisdom. We also heard from Adobe’s Marc Gagne, Senior Director Digital Marketing, APAC, Nicholas Smith, APAC Chanel Sales Manager,Siva Ganeshanandan, Director, Digital Marketing Suite APAC and Julie Cleeland Nicholls, Director of APAC Communications

Marc Gagne kicked off the event by discussing the concept of ‘the digital self’ and how our avatars help marketers to better understand consumers wants, needs and desires like never before. This allows companies to create a highly personalized experience, deliver uniquely targeted advertising and gain a deeper understanding through analytics and data.

Damien Cummings then took the stage to present on Samsung’s LASER digital strategy. He explains how marketing has gone beyond campaigns into an “always on” framework for marketing, integrating social media into everything the brand does and the challenges around implementing e-commerce for Samsung who has a strong retail go-to-market strategy.

Is 2013 the year of mobile? Nicholas Smith certainly thinks so, and he shared the latest mobile marketing trends in APAC and explained how getting mobile strategy right can make it the glue between the digital and the physical worlds.

Being able to predict the returns on your advertising spend changes how you allocate your budget. This information is pivotal to marketers and Adobe’s Siva Ganeshanandan took us through the new technology on offer that provides the capabilities to do this.  WWF’s Bullock followed and shared his insights into the best social marketing strategies to increase returns on engagement and build value. Ali also talked about Adobe Social and how it has been a critically important in managing his social communities first at Cathay Pacific and now at WWF.

ASEAN is the place to be for digital marketers due to abundance of opportunity: so said Marco Ryan in his closing keynote for the event. ASEAN has the highest penetration of Digital Natives in the world, the highest availability of mobile devices and an appetite for social media and online gaming which makes this region a treasure chest of opportunity for digital marketing!

The event finished with an interesting and engaging panel discussion with our distinguished guests speakers, Adobe experts and digital marketing peers as they shared their insights, experiences and best practices around digital marketing strategies and tactics.

Panel discussion (from left to right) with Marco Ryan, Nicholas Smith, Ali Bullock, Damien Cummings and Siva Ganeshanandan.

With over 130 delegates in attendance, interesting case studies and insights were shared and exchanged.  Be sure to look out for the event next year and sign up early as seats are limited.

Please feel free to email or leave a comment if you are looking for further information about the event or Adobe products, we’d love to hear from you!