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