Posts tagged "APAC Digital Marketing Dashboard"

Australian marketers lead Asia Pacific in digital marketing but advanced implementation has stalled

140714 Chris Skelton6Chris Skelton, Managing Director for Australia and New Zealand, Adobe Systems

New research from Adobe and the CMO Council has revealed Australia continues to lead Asia Pacific in the adoption of digital marketing, pulling away from other countries in the region. However, skill shortages and budget constraints have stalled the implementation of more advanced measurements.

The third annual 2014 Digital Marketing Performance Dashboard included a six-month in-field program comprising quantitative surveys with over 700 marketing executives. The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, Korea, Singapore, Hong Kong and India. Senior marketers within the Asia Pacific region from a range of industries took part, with 44 percent holding a title of Vice President or higher.

This year, the Dashboard exposes several factors which allow Australian marketers to pull away from their counterparts in Asia Pacific. These include strong support from company leadership, having a strong digital champion in the leadership team and increased support from stakeholders. In the 2014 Dashboard, channel partners and sales teams have emerged as digital advocates with support for increased digital spend more than doubling since 2012. Strong senior executive and stakeholder support is a key factor in driving digital marketing adoption and allowing Australia to pull away as a leader in Asia Pacific.

Key findings from the study for Australia include:

  • 52% of organisations advised that Chief Marketing Executives own the digital marketing strategy, compared with 39% across Asia Pacific; 62% of Australian companies have a digital champion on the leadership team, well above the Asia Pacific average of 38%.
  • Skill levels have stalled across Asia Pacific and while Australian marketers have reported some improvements, skill shortages remain. Across Asia Pacific, companies with a dedicated headcount to carry out digital marketing analysis has lifted only slightly between 2012 (13%) and 2014 (15%); however, in Australia a dedicated headcount has increased from 15% in 2012 to 26% in 2014.
  • Three quarters of marketers in Asia Pacific are measuring and analysing data, however implementation of more sophisticated performance indicators remains low across the region. There has been no progress across Asia Pacific in measuring data across the life of a campaign, and percentages remain low year on year: 2012 (14%), 2013 (10%) and 2014 (13%). In Australia, measuring across the life of a campaign is lower than the Asia Pacific average and has dropped to 11% in 2014, from 13% in 2012.
  • The ability to better engage and activate audiences is driving the adoption of digital; 81% of Australian marketers cite engagement as the key driver compared with 58% across Asia Pacific.
  • The proliferation and capability of mobile has increased as a driver of digital adoption in Australia up from 52% in 2012 to 65% in 2014.

This year’s research shows that many marketers are not measuring across the life of a campaign and that means they’re missing important data points that could be used to drive better business results. While Australia leads the pack, skill shortages remain prevalent and the ability of marketers to leverage more complex measures is stalling growth. With better skills, marketers could be taking advantage of more data to drive business results and demonstrate ROI.

Looking forward, Australian organisations need to accelerate their investment in skills development to close the skills gap s faster and look into new technologies for better measurement to prove ROI and drive a more compelling case for increased investment.

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APAC Digital Marketing Performance Dashboard 2014 Infographic.

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APAC Digital Marketing Performance Dashboard 2014

This infographic illustrates the state of digital marketing adoption across the Asia-Pacific region
with respect to four key areas: 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 is an average of the four key indicators beneath each measure. The ratings of the
individual countries are then depicted below, with the highest rating for each measure appearing in
that rating’s specified color.

The infographic below displays the comparison between the 2013 vs 2014 APAC Digital Marketing Performance Dashboard results.

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

Download the complimentary executive summary.

Follow the conversation via #APDash

Nobody Said Reinvention Would Be Easy

Liz Miller, Senior Vice President of Marketing, CMO Council -@lizkmiller

Confidence is growing. Sophistication is escalating. Marketers are advancing digital like never before across Asia-Pacific and Japan. But now comes the really hard work.

Today’s marketing organization is at an impasse. We must all make the active decision of whether we are going to cling to the branding and advertising tenets of the past—filled with loose measurements and traditional tactics—or venture into the fast, often out-of-our-control space known as our customer’s digital reality.

Image courtesy of KROMKRATHOG / FreeDigitalPhotos.net

 

 

Here is the singular point of truth to remember: Our customers are already digital. Consider this:

1,621,000: The number of active mobile consumers in Asia

969,583,240: The number of active social media users in Asia

1,255,745,291: The number of active Internet users in Asia

 

 

 

 

While marketer confidence is growing, so is a sense that we are just at the start of one of the hardest journeys that the industry has ever seen: catching up to our customers. We are facing a reinvention, a renaissance of marketing that will usher in a new era of business-minded, data-driven, social and mobile-savvy marketers.

When I look at the findings from last year’s “APAC Digital Marketing Performance Dashboard 2013,” conducted by the CMO Council in partnership with Adobe, two items immediately jump out as things we must stop doing immediately as this reinvention takes off:

• Stop accepting less than exceptional measurements. We cannot afford to market without measuring. According to last year’s survey, only 17 percent of marketers feel they have an excellent or very good grasp on digital marketing measurement and analytics, with 34 percent admitting this area needs improvement. We need to measure marketing outcomes and results against the businesses we are being tasked to drive.

• Stop hedging your digital bets…allocate! Global marketers are investing between 25 and 35 percent of their overall marketing budgets specifically to digital, and we are seeing this number shift and grow dramatically year over year. However, marketers in APAC are spending far less as only 14 percent of survey respondents are spending on par with their global peers. We need to invest properly in the engagements, experiences and channels that are yielding measurable and profitable impact for our brands. It will be hard, but it can and should be done. Consider Molendez, the company behind brands like Oreo and Trident, which will allocate 50 percent of its budget to digital by 2016. Will it be easy? No. But Molendez rightly believes it needs to go where its customers are engaging.

As we prepare for the upcoming Adobe Digital Marketing Symposium, I challenge all of us in marketing to take a hard look at what we need to stop doing in order to spark this reinvention of marketing. What role will each of us play in this advancement?

If you thought the data points I shared in this post were interesting, I’d like to invite you to be part of our 2014 study by taking a short survey that will ask where you are in your brand’s digital marketing maturity. As a thank you for your time, we will share a complimentary copy of the report with you once it is published later this year. Take the survey here.

Top 5 Areas Where Marketers Are Allocating Funds in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Adobe-APAC-Top-5-Allocation of Funds-2014_AdamFinal_Outline

Top 5 Reasons for Adoption of Digital Marketing in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Adobe-APAC-Top-5-ADOPTION-2014_AdamWhite_round3_Outline