Archive for December, 2013

It’s All About the Customer

Hisamichi Kinomoto, VP Marketing, Japan and Asia Pacific, Adobe Systems- LinkedIn

Hisamichi KinomotoCustomer is King – and the best way to provide outstanding service is through a personalised experience.

This is exactly what Shinsei Bank aims to achieve as they adopt Adobe Analytics, part of the Adobe Marketing Cloud, to support multi-channel marketing and personlise customer experience, alongside a major website refresh.

The introduction of Adobe Analytics to the Shinsei Bank’s website will help the team analyse trends and identify interests among site users in real time and utilize the results in digital marketing strategies, plus provide a personalised customer experience in web, mobile and branch environments by integrating the results with offline customer data and providing them to each branch.

The newly implemented system will be used to integrate customer data from Shinsei Bank’s website and offline transactions. This allows Shinsei to recommend offerings on its website and suggest products to customers at branches. In addition, Adobe Analytics will speed up the system overall, as the analysis of customer trends can be based on website data rather than just offline customer data as before.

By implementing this entire cycle automatically in real time, Shinsei Bank has achieved a system that not only accelerates the Plan Do Check Act (PDCA) cycle, but also helps the bank offer more targeted and relevant services,  by combining customer behavior data from its website with offline purchasing histories.

For more information, here are some helpful links:

APAC Digital Marketing Performance Dashboard 2013: Content & Data

In this episode of the APAC Digital Marketing Performance Dashboard 2013 video series, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the the importance of content and data for marketers.

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

APAC Digital Marketing Performance Dashboard 2013: 2012 vs 2013 Comparison

The second annual APAC Digital Marketing Performance Dashboard 2013 is joint research by the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across  APAC.

In this episode, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the 2013 findings compared to the 2012 survey results. Find out how the digital marketing landscape has changed in the past year:

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

New research reveals Greater China’s digital marketers are poised to take digital marketing to the next level

Paula Parkes, Head of Marketing, Digital Marketing Business, Adobe Asia Pacific – LinkedIn @Keywebird

PaulaThe release of the second annual Adobe Digital Marketing Performance Dashboard reports that Asia Pacific marketers are gaining in digital confidence – is this the case for Greater China where the digital dynamics are unique?

 

 

China

In fact, not only are Chinese marketers convince that digital is a path to competitive advantage, 97% of Chinese marketers, compared to 81% last year, said they were putting their faith in the business benefits of digital marketing. Respondents from China are telling us that they’re ready to bring digital marketing to the next level, learning more about how to apply measurement and analytics to build stronger business cases to encourage more investment.

Much like the rest of APAC, where social optimization and content strategy are main priorities in digital marketing, China has taken it a step further with 90% of respondents stating that social networking and gaming is driving digital adoption, which was the top response for this question in all of APAC. The success and popularity of strong players such as Sino Weibo and Tencent WeChat demonstrate the potential for social networking to help marketers engage customers in China. In addition, China’s marketers will be placing particular emphasis on mobile relationship marketing (60% versus 25% of regional average), a response which is consistent with the high levels of mobile adoption among China’s customer base.

Even though 77%  of Chinese marketers  spend less than 24% of their total marketing budget on digital marketing, which is about the same as the regional average of 71%, Chinese marketers are more positive about their chances of boosting investment in the future. 40% of Chinese respondents are planning to increase their budget to align with or even exceed the global average in 2014. It will be interesting to see if this confidence brings the desired results.

On the other hand, China lags behind the regional average regarding measurement and analysis. Up to 27% of respondents are not measuring the results of digital campaigns and initiatives at all.  Of those measuring their results, 57% of respondents confirmed they are using marketing analytics and reporting technologies. Although it increased from 33% in 2012, this is still far behind the regional average of 80%.

 

Hong Kong

Unlike confident China, HK marketers showed lower confidence in their digital capabilities compared with the other APAC countries. This could be a reality check after embarking on more complex and sophisticated programs in the last twelve months. However, they are still optimistic and interested in digital marketing with 84% of respondents believe Digital Marketing can open up new channels of engagement & commerce (double last year result and much higher than regional average of 60%).

In China, social networking and gaming drove digital adoption. The case is very different in Hong Kong, where half of marketers admit that competitor use of digital marketing technologies were one of the key drives for them to adopt digital marketing. Hong Kong marketers definitely see the benefits of social networks with marketers shifting their budgets to focus on social media community development (47%) and social media advertising (38%), but their innate competitive nature to get ahead of the competition is essentially what drives their decision to adopt digital marketing.

In addition, while budget limitation seems a significant challenge across APAC (51% on average), 38% of Hong Kong marketers did not recognise it as the biggest obstacle, yet half of them (50%) agreed they are facing challenges in limited training opportunities for staff to gain skills & limited digital agency capability.

 

Next Steps for Greater China marketers

Budget and talent are keys to APAC digital marketing development. Most Chinese marketers are considering shifting more resources to digital marketing next year, especially focusing on social networking and gaming.  Observing the better developed digital markets in APAC, we’ve learned that 19% of Australian marketers and nearly 7% of Singaporean marketers are now utilizing data for crucial business differentiation, compared to 4% and 2% respectively last year. The results imply that big data and analytic insights are indeed the crucial. Becoming more adept at handling and leveraging insights gained from big data, will be a critical step for taking Greater China the next step forward.

 

Interested to find out more about digital marketing in Greater China? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic and see Hong Kong & China’s results