Posts tagged "Adobe"

APAC Digital Marketing Performance Dashboard 2014: The gap continues to widen between digital leaders and those falling behind

Hisamichi KinomotoHisamichi Kinomoto, VP of Marketing, Japan and Asia Pacific, Adobe Systems

Join the Conversation via #APDash

The third annual APAC Digital Marketing Performance Dashboard reveals a fragmented digital marketing landscape is emerging as some Asia Pacific countries surge ahead of others which are falling behind. Furthermore, while all countries understand the importance and value of digital to their overall marketing strategy, no country is taking full advantage of the opportunities it presents.

The research was conducted by the CMO Council in partnership with Adobe and includes the largest gathering of marketing insights from the region, representing more than 700 senior marketing executives across key countries. Overwhelmingly, 92% of respondents stated that digital will bring competitive advantage to their organisations. But within this optimism, we begin to see key differences between the leaders and the laggards. Countries such as Australia, India and Singapore are pulling away with strong executive support and digital champions, while Korea, China and Hong Kong struggle with support and skill shortages.

Here are some key findings from the research this year:

  • Marketing readiness across Asia Pacific is on the rise

– There is an increasing market readiness for digital in Asia Pacific

APAC_3_year_comparison

  • Senior executive support drives digital marketing adoption

– In Australia, Chief Marketing Executive ownership is at 54% in 2014, well above other countries such as India (42%), Hong Kong (40.6%) and Korea (39%).

– Having a strong digital champion within the leadership team remained steady across the region at 38% between 2012 and 2014; however, Australia is pulling away with 62% in 2014, followed by Hong Kong (46%), Singapore (41%) and India (39%).

– Organisational alignment across Asia Pacific increased with a ranking of 3.8 compared to 3.2 in 2013.

  • Channel partners and sales teams have emerged as strong advocates for digital marketing, calling for increase digital spend across Asia Pacific.

– Since 2012, the number of channel partners and sales teams who have called for increased investment in digital has more than doubled from 15% to 34% in 2014.

  • The importance of ROI is growing though some countries are skill skeptical.

– Across Asia Pacific concerns about ROI has risen slightly from 17% in 2012 to 21% in 2014.

– However, the Dashboard reveals that in Korea, 50% of senior leaders are not convinced of digital marketing ROI.

  • Small improvements in skill levels but leaders pull away.

– There are small improvements in skill levels across Asia Pacific with dedicated digital headcount increasing from 13% in 2012 and 2013, to 15% in 2013.

– Yet, gaps are continuing to grow between countries which have a dedicated digital headcount in 2014:

Australia – 26%
India and Singapore – 18%
Korea – 13%
China – 9%
Hong Kong – 7%.

  • The use of analytics and reporting technologies has remained steady, but leaders are pulling away.

– In Australia, 91% of marketers are using analytics and reporting tools, followed by Singapore (79%), India (77%), Hong Kong (73%), China (70%) and Korea (60%)

– However, marketers are not moving beyond basic measurement with only 13% of marketers across Asia Pacific said they are measuring throughout the life of campaigns, compared with 14% in 2012.

 

What does this mean for digital marketers in APAC?

The 2014 Dashboard has uncovered the varying degrees of digital marketing maturity across the region, and highlights the need for marketers to continue to demonstrate value and ROI. With customers having the ability to touch any part of an organisation, the role of marketing in transforming business is crucial and requires executive support and investment. Marketers in those countries which are lagging, like Korea, China and Hong Kong, need to leverage the data they receive to help educate senior managers of its value.

Big data is powerful and essential to creating personalised customer engagement and experiences. With so much data available, and more tools than ever before, marketers are in a strong position to drive business results, but no country is Asia Pacific is taking full advantage of the vast amounts of data they receive. Opportunities exist for marketers to lead by measuring and analyzing their full campaigns, not just implementing a piecemeal approach.

The good news for Asia Pacific is that it is slowly stepping up on the global digital stage, closing the gap between matured marketing regions like North America and Europe. However, regional marketers within Asia Pacific that are falling behind will face increase global pressure to keep pace. In order to bridge the gap, organisations need to accelerate their investment in employee’s professional development as well as the right technologies to leverage the benefits of digital. In addition, a bolder approach is needed to applying metrics and driving a more compelling case for increase investment. The time to start making the move to digital excellence is now. Will you take the leap or get left behind?

 

Stay tune to this channel as we continue to launch country-specific findings across the region this week.

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APAC Digital Marketing Performance Dashboard Infographic

2013 APAC Digital Marketing Performance Dashboard Blog

Adobe Digital Marketing Symposium Singapore 2014: Key Takeaways

If you missed out on the biggest digital marketing event in the region or just want a recap, here’s a short video on the key takeaways from some of the attendees:

From one-off wins to 24/7 personalisation—and success

kevin-lindsay

 Kevin Lindsay, Director Product Marketing, Adobe Systems @kevlindsay

 

 

 

Personalisation isn’t about one-off wins. They’re part of it, and certainly a positive byproduct of new targeting initiatives. They’re also critical for organisations with less foundational optimisation maturity—you get a win, shout it from the rooftops, and generate the advocacy and internal buy-in you need to take your programs to the next level. But in personalisation, the name of the game is really “ABP”—always be personalising. And no matter the size, scope, scale or industry of your business, ABP is achievable.

It’s a topic that’s been top-of-mind for me and for Adobe’s clients more than ever in the last few weeks and months, especially with the rollout of Adobe Target Premium in June. And now we’re hitting the road with the ABP message, at Adobe Digital Marketing Symposium APAC in about a month’s time. My message to attendees is simple: when the analytics are there, personalisation gets a boost, and you’ve got a solid base for transforming your efforts from ad hoc and incidental to critical, integrated, wholly ingrained parts of every digital marketing initiative.

We’re entrenched in what’s proven to be the most relationship-driven era in marketing ever, and it’s only getting more up close and personal as technology and access improves. Amazon raised the stakes for everyone—if you aren’t offering up a friendly (and personalised) “hello!” when I land on your page; you’re one step close to losing me forever. Take that notion even further, and you’re where we are today—staring back at more than 2 billion Internet users, the vast majority who clearly identify relevant experiences as decision drivers.

At Symposium we’ll take a deep dive and really get our hands dirty with the tactical steps to getting from “wow, that worked!” to “THAT’S going to work!” no matter the existing resources, tacit understanding and organisational alignment—in other words, a foolproof plan for success. But in the meantime, here’s a preview, and some next steps to think on ahead of the session—or for any business looking to create meaningful relevance (and drive increased ROI):

STEP 1: Think about where you are right this minute

You’re likely doing something optimisation and personalisation related. Be it completely incidental (or even accidental) or a simple solution like geolocation based on IP addresses or recommendations based on past purchases, there’s some level of relevance being delivered and, you’ve probably seen a notable impact in any one of countless KPIs. Take your wins and move on to the next step.

STEP 2: The numbers don’t lie

Data-driven optimisation is in—your “gut” is out. It’s time to move away from instinct and focus your personalisation efforts on what’s real and provable. That’s where the analytics come in. In this “last millisecond” marketplace the results of your tests and initial personalisation efforts reign supreme, and should inform every decision, movement, and next step, from beginning to end. The low hanging fruit for beginners? Any major volume drivers—page views vs. entry rates, particularly active “fringe” pages, dominant outliers—as well as cash cows like the homepage and key product pages and, on the opposite end, very low performers. This gives you the 10,000foot overview and helps almost instantaneously prioritise your efforts—high-value, high-performing first, then the rest can follow.

STEP 3: “Relevant” and “individualised” are completely different asks

Your consumers crave relevant, spot-on experiences—they make them feel understood, valued, and in-step with your brand. But how much is “enough?”

The majority of web traffic is anonymous—you don’t know them, you haven’t seen them before and all you’ve got to work with is what they’re telling you in real-time, plus the basics like geolocation and referral source. But “personalisation” and “individualisation” are different—layer in “contextualisation” and “personification” and the landscape really starts to emerge. Start with personas. By bucketing segments into personas based on existing target user bases you’ll be able to suss out a visitor and say “I don’t know you, but I know someone who looks an awful lot like you…” before serving up content, offers or products that are far better than an arbitrary guess. From here you can transition the user to a more personalised experience, as you gain more and more relevant insights into their wants, needs, hopes and dreams.

STEP 4: Contextualise

In the same vein, adaptive, predictive contextualisation goes a long way. The standard context-driven content—location-based offers and messaging, mobile- and tablet-enabled content, adaptive design, and path-driven recommendations are great places to start.

STEP 5: Test, track, rinse and repeat

Personalisation is a never-ending track. The more you put in, the more you get out. And the more you get out, the more you’ll be in a position to do in the future. The cycle continues and the personalisation payoff increases exponentially. Integrating user-friendly solutions like Adobe Target and Adobe Target Premium can put the wheels in motion for you and can keep them going 24/7.

Join me at Symposium on 22July in Sydney and 24 July in Singapore where we will deep dive into personalisation. You can register now here: http://adobe.ly/RwMofi

Adobe Digital Marketing Symposium 2014

Paula Parkes, Head of Marketing, APAC Digital Marketing, Adobe Systems – @Keywebird

symposium

Being a marketer today is harder than ever before.Over 75% of marketers think marketing has changed more in the past 2 years than in the previous fifty. New digital channels and technologies have reinvented the ways in which consumers engage with brands, forcing marketers to transform the ways in which they plan, execute, track & report on their campaigns.

Symposium 2014 is bigger, better & more aspirational than ever! On 22 July in Sydney and 24 July in Singapore, marketers will gather for Asia Pacific’s most anticipated digital marketing gigs of the year. Symposium is designed to expose today’s marketers to the latest digital marketing strategies and innovations, helping marketers reinvent themselves. A showcase of tips, tricks and tools through the stories of leading brands on their transformation journey.

Last year there were over 1700 attendees and this year we are expecting more! At Adobe Symposium 2014, you’ll learn from Adobe experts as well as marketing leaders from top brands such as Telstra Digital, Tourism Australia, Maybank, StarHub and many more as they share their key marketing strategies for making the most out of every opportunity. It’s an unmissable opportunity to network with marketing leaders and peers while learning from entrepreneurs and innovators, who are pushing the boundaries of digital marketing to increase their company’s success.

At Symposium, you’ll learn how to:

  • Create effective digital marketing strategies that make the most of every opportunity
  • Gain valuable insights from targeted advertising and marketing analytics
  • Develop and leverage more compelling social media campaigns
  • Market in the mobile era across sites, apps and publications
  • Improve your customers’ experiences through personalization, while increasing acquisition and retention
  • Increase your digital marketing ROI from the experts

We’ll be sharing more updates and information about Adobe Symposium over the coming weeks here, so be sure to stay tuned for more intel on experiences we’ll share at Symposium.

Do you know what your marketing is doing? Sign up for Adobe Symposium today and follow the conversation via #AdobeSymp.

World Cup set to be the most social sporting event ever

As kick off draws closer, the 2014 FIFA World Cup has generated more social buzz than any other sporting event, surpassing the Sochi Olympic Games and the 2014 Super Bowl.

The Adobe Digital Index team has been capturing data through Adobe Social, covering buzz from social channels including blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare and YouTube. More than 69 million social mentions have been included in the sample from 230 countries and territories talking about the World Cup. The results are truly astonishing.

To date, the World Cup has generated more than 19 million social mentions with 90% of the world contributing to these conversations! What’s even more amazing is that the greatest level of social buzz from around the world is coming from right here in the Asia Pacific region. We are producing 48% of the social buzz around the World Cup, of which 37% is coming from Japan. Europe, the Middle East and Africa coming up second with 32% while the Americas are third with 20%.

World cup

Some other interesting facts about the World Cup social Buzz:

  • 59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.
  • 42% of Brazilians are expressing Sadness, Anger, or Disgust related to the World Cup – this correlates to the current dissatisfaction of many in Brazilians at the moment.
  • Cristiano Ronaldo is the most mentioned player on a World Cup roster with 1.5+ million mentions in May. Neymar was 2nd with 1.2+million.

The magnitude of the World Cup combined with the power of globalisation and technology will no doubt make it one of the world’s most social sporting events ever. Many football fans (and even non-football fans) feel an emotional connection to their players and even more so to their country. On 12th June 2014, the world will be watching and social will be there to facilitate conversations from around the world, connecting people with the beautiful game.

Stay tuned to this channel as Adobe will continue to track social trends around the world over the course of the 2014 World Cup.