Archive for November, 2013

Indian marketers are ready to adopt and integrate digital marketing in their businesses

Umang Bedi, Managing Director, Sales & Marketing – South Asia Adobe – Linkedin 

Mr Umang Bedi, Adobe Systems India (315)Today we released the second annual Adobe APAC Digital Marketing Performance Dashboard in India, a study done by the CMO Council in partnership with Adobe.  A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 respondents from India.

“Today digital marketing is a boardroom-level conversation which means marketers are dealing with the expectation that they can justify the return on investment on marketing budgets and show results. The dashboard reflects the changing dynamics that Indian marketers are witnessing today – a big shift is seen in the how the marketers have progressed over this one year in this space. Over 80% of marketers are using analytics and reporting technologies for better understanding. Challenges in terms of finding the right skill sets remain; however, Indian marketers lead the APAC region in terms of their growing confidence in their skill sets”.

Here are some findings for India:

Digital marketing has seen massive progress in India in these last 12 months in terms of understanding, readiness and adoption.100% marketers in India now believe that digital marketing can create competitive advantage for their company, helping them create a more customer centric organization, helping with brand differentiation and building greater customer affinity and attachment (45%). This is a major shift from 2012 when less than 20% believed it to be able to do so.

Cost-efficiency, effectiveness of these channels and their ability to deliver better ROI is considered the top driver (75% marketers believe so) for the adoption of digital marketing, followed by size and appealing demographics of internet population (72% marketers believe so). Other drivers include ability to better engage and activate audiences, and proliferation, appeal, and capability of mobile devices (60%), followed by better campaign analytics, insight, and accountability; customer preference and digital dependency;  social networking and gaming account – ~50%

The percentage of marketers spending over 50% of their budgets in digital marketing has also increased substantially; from 2% in 2012 to 22% in 2013.

Social has been a clear priority for marketers this fiscal year, followed by increasing and improving paid search and online display advertising; and customer listening, feedback, and community. In terms of spend, 75% of marketers have been allocating their digital marketing funds on websites (content development and performance optimization), SEO and SEM, social and email.

A notable shift between 2012 and 2013 is the increase in the number of marketers indicating that the CMO or the dedicated head of marketing is the lead of digital marketing. Today, Indian marketers enjoy the support of senior executives in their organization. However, for 40% of respondents, their digital marketing strategy is developed and executed from global head office and for 20% it is localized and executed in APAC and country level. There is opportunity for Indian marketers to increasingly localize their strategy at a country level.

Budget limitations, making a business case for digital marketing spend and developing a comprehensive strategy for Indian markets continue to be a challenge with each of these points rated at 50%. While asking for funding, a marked shift is that more marketers are looking at assessing overall needs and presenting business case. They are increasingly relying on parameters like customer data on digital media consumption preferences and patterns, analytics on generating customer leads more effectively and overall strategic assessment of potential business impact and contributions (50% each). However a good proportion of marketers feel their current ability to measure the value and ROI of their digital marketing spends is “Getting Better” or “Needs Improvement”.

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

Singapore marketers are getting better at marketing!

Stephen Hamill, Head of Adobe Southeast Asia  – LinkedIn @stephenhamill

20130113-0022In our blog post last week, we shared the results from this year’s Adobe Digital Marketing Performance Dashboard showed that APAC marketers were becoming more confident in their digital abilities, with 28% across the region rating themselves as ‘highly evolved and a leader in their field’, compared to 23% in 2012.

What about Singapore?

This year’s findings show Singapore marketers clearly getting better at the art and science of marketing.

For starters, local marketers’ confidence in their digital capabilities has seen a tremendous improvement from last year’s 11% to this year’s 29%.

In terms of key priorities, social optimisation (including boosting community growth and engagement) remained number one for marketers for the second year running at 78%, up from 68% last year, while strengthening the brand’s digital marketing content strategy came in at a close second at 76%.

What’s interesting about this, is that content strategy wasn’t even on the radar of these marketers last year. This is a strong testament to how much local marketers have evolved. In 2012, they were focused solely on optimising the channel (social in this case). Today, they understand that to effectively make use of the channel to engage with their customers, they need to focus on the message as well. As they say, content is king!

Besides confidence and awareness, marketers feel that they are steadily gaining ground in advancing their skillsets. 51% say that their ability to measure digital marketing investment is getting better and 38% feel that their digital marketing analysis expertise is improving but do acknowledge that they still have some way to go.

Singapore also stood out as one of the few countries in the region where marketers are using data as a key competitive differentiator and applying analytic insights across the marketing lifecycle. Nearly 7% of Singaporean marketers are now taking this approach, compared to 2% last year. While a small number still, it is heartening to see Singapore marketers recognising the high potential of big data.

While 2013 presented a beautiful report card for Singapore marketers, the study identified that there are still some areas for improvement.

The digital spend in Singapore is still below the global average of 25%-35%. In fact, only 13% of marketers are spending over 50% of their budgets on digital marketing, despite believing that it can create a competitive edge for their company.

Currently, marketers are still presenting their business leaders with data that show customer preference for digital engagement, analytics on lead yield and return, and the strategic assessment of business impact. While all these measurements are good and well, marketers need to step up and provide additional insights around cost savings and performance improvement practices. This means giving higher priority to business-driving metrics like customer lifetime value, churn rate and market share improvements.

Doing so will go a long way in convincing senior management to increase investment.

Interested in finding out how else Singapore 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

한국 마케팅 담당자, 디지털 마케팅 신뢰도 수준 지난 해 대비 변화

Chris Chung_1_re정진우, 한국 어도비 시스템즈 디지털 마케팅 총괄 전무

어도비와 CMO위원회가 공동으로 실시한 어도비 ‘APAC 디지털 마케팅 성과 대시보드’ 두 번째 보고서가 발표됐습니다. 올해 조사 결과, 한국 마케팅 담당자들은 다양한 디지털 마케팅 전략을 활용하고, 측정 및 분석에 노력을 기울이지만 사내 디지털 분석 능력 부족, 분석 기술 활용 한계 등으로 명확한 ROI 측정과 비즈니스 향상 입증에 어려움을 느낀 것으로 나타났습니다.

올해 발표한 보고서에 따르면, 81%에 달하는 한국 마케팅 담당자들이 디지털 마케팅이 기업의 비즈니스 경쟁력을 강화한다고 답해, 여전히 디지털 마케팅의 효과에 대해 대부분의 마케터들이 매우 긍정적인 평가를 내리는 것으로 드러났습니다. 그러나, 이는 지난해 92%보다 낮아진 결과이며 확신이 없다고 답한 이들도 지난해 4%에서 19%로 늘어났습니다.

그렇다면, 국내 마케팅 담당자들의 디지털 마케팅 측정 및 분석 상황은 어떨까요. 조사 결과, 응답자의 66%는 디지털 캠페인을 측정 및 테스트하고 있으며, 84%는 마케팅 분석 및 리포팅 기술을 사용하고 있다고 답했습니다. 하지만, 3%만이 ROI를 입증하고 이를 통해 발전해 나갈 수  있는 측정 시스템이 준비되어 있다고 답했습니다. 이와 같은 결과는 2012년 이후 더 많은 국내 마케팅 담당자들이 디지털 분석을 강화해 가고 있지만, 성과 입증을 위해서는 특별한 기술과 스킬이 필요함을 느끼고 있음을 보여주고 있습니다.

최근 화두로 떠오르고 있는 빅 데이터의 활용 수준은 어떨까요. 조사에 따르면, 고객 행동과 특성을 이해하기 위해 수집한 방대한 양의 데이터를 활용한다고 응답한 이들은 9%에 그쳐, 빅데이터를 분석해 비즈니스 인사이트를 확보할 수 있는 기술력과 경험은 아직 낮은 수준임을 알 수 있습니다.

이 밖에 2013 아태지역 디지털 마케팅 성과 측정결과 중 한국시장의 주요 결과는 아래와 같습니다.

  • 콘텐츠 전략 강화(88%), 소셜 미디어 최적화(78%)를 최우선 디지털 마케팅 실행 항목으로 꼽아
  • 디지털 마케팅 성과 측정의 주요 항목으로는 전환(81%), 웹 성과 데이터(75%), 클릭율(75%), 반응률(69%) 순으로 나타났다.
  • 디지털 마케팅 실행 및 분석을 위한 팀 구성에 있어, 84%는 부족한 예산으로 숙련된 담당자 채용에 어려움이 있다고 답했고, 44%는 제대로 된 기술과 경험을 갖고 있는 직원 부족을 꼽았다.
  • 마케팅 비용 지출에 대해서는 웹사이트 콘텐츠 제작(75%), 소셜미디어 광고(72%)로 가장 많았고, 소셜 엔진 최적화(59%), 온라인 디스플레이 광고(53%) 순으로 나타났다.

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

Australian marketers lead Asia Pacific in digital marketing but investment and skill shortages could stall adoption of more advanced implementation

131119 Paul RobsonPaul Robson, Managing Director, Adobe Australia & New Zealand – LinkedIn

Today Adobe released some new research in partnership with the CMO Council and it shows Australia continues to lead the Asia Pacific region in the adoption of digital marketing. With further investment and skills development, Australia is poised to become a regional centre of expertise for digital marketing in Asia Pacific.

The second annual APAC Digital Marketing Performance Dashboard Report benchmarked the levels of adoption, traction and success of digital marketing in Australia, China, Korea, Singapore, Hong Kong and India. 276 senior marketers within the Asia Pacific region from a range of industries took part.

This year, Australian marketers reported stronger support for digital marketing from company leadership compared with other countries across the region. Customer preference, cost efficiencies and return on investment are cited as the driving forces behind the shift to digital, and this year’s study highlights content strategy and web content development as overwhelming priorities on marketers’ agendas. However, industry skill shortages and lack of investment are noted as impediments to maximizing the potential adoption of more sophisticated digital marketing strategies and techniques.

Key findings from the study for Australia include:

  • Support for digital marketing from company leadership is highest in Australia with 62% of marketers reporting they have a strong digital marketing champion on their leadership team. This compares with 38% across the region and suggests Australian business leaders are ahead of the curve in understanding digital’s impact on business.
  • Measurement capabilities, cost efficiency and the ability to prove a return on investment have emerged as major drivers of digital marketing in Australia according to 69% of marketers.
  • Australian investment in digital marketing increased in 2013 and our marketers continue to invest more than any other country in the region. An aggregate of 49% of Australian companies participating in the survey spend 25% of their total marketing budgets or higher on digital marketing, compared with 41% in 2012. This compares with 42% in India, 31% in Singapore and 3% in South Korea in 2013. The average global spend on digital marketing is between 25 – 35% of total marketing budgets.
  • Australian marketers have new priorities this financial year with 77% nominating digital marketing content strategy as top of their list, ranking as a top priority for the first time. Secondary priorities include social media optimization, which was first last year; and increasing and improving search and online display (each ranked at 42%).

This year’s research shows more senior business leaders are getting behind the adoption of digital marketing and that is driving growth in Australia. The research shows senior leaders are basing their support not only on customer preference for digital but also on the promise of greater productivity, visibility and accountability for investment. They are now seeing proof of the promise for digital marketing to bring value and accountability to a major investment area.

However, while investment levels are highest in Australia, marketers are also reporting insufficient investment and a lack of skills are preventing them from broadening their digital marketing strategies beyond some of the more standard metrics such as website performance (87%) and click through rates (77%).

These are excellent measurements but important performance indicators such as churn rate and customer lifetime value are too low in priority at 13% each. With further investment and better skills, marketers could be leveraging much more from the data they have to drive business results and demonstrate ROI.

In spite of this, with so many of the fundamentals in place, Australia has the potential to establish itself as a regional centre of digital marketing expertise if these issues can be addressed.

We’re continuing to launch country-specific findings across the region this week. Keep visiting Digital Dialogue to read in-depth findings from Korea, Singapore, China & India.

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

Japan Digital Marketing Performance Dashboard Infographic 2013

This infographic is central to the report, and illustrates the state of digital marketing adoption across Japan 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. Japan’s overall ratings are compared to overall ratings for the rest of APAC (Australia, China, Korea, India, Singapore, Hong Kong and rest of Asia) in each category. The infographic shows that the mindset for digital adoption is positive in Japan – but that talent, marketing skills and organizational alignment must improve in order to capitalize on these efforts. In addition, all of Japan’s ratings are below the APAC average.

Download the complimentary executive summary