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