The third annual APAC Digital Marketing Performance Dashboard by Adobe and CMO Council reveals that the development of digital marketing in Hong Kong is still struggling as skill shortages continue to bit. Across the region there are widening gaps in digital marketing maturity and while all countries understand the importance and value of digital, no country has managed to take full advantage of the opportunities that exist in this area.
Jointly conducted by the CMO Council and Adobe, the third annual APAC Digital Marketing Performance Dashboard was derived from a survey fielded across Asia-Pacific during the second and third quarters of 2014. The study benchmarked the levels of adoption, traction and maturity of digital marketing across Asia-Pacific which includes Australia, New Zealand, China, South Korea, Singapore, Hong Kong and India. It included a six-month in-field programme comprising quantitative surveys with over 800 marketing executives, the largest gathering of marketing insights over the years. Senior marketers within the Asia Pacific region from a range of industries took part, with 44% holding a title of Vice President or higher.
The Dashboard has found that the overwhelming majority of the respondents (93%) believe digital marketing can bring competitive advantage to their organizations. Although most of the executives in Asia Pacific recognize the role of digital marketing, the survey shows that countries have different performance on various indicators. Countries such as Singapore, Australia and India are pulling away with strong executive support and digital champions, while South Korea, China and Hong Kong struggle with executive support and skill shortages.