Posts tagged "Digital Marketing"

Japanese marketers seek collaboration with IT for successful digital marketing deployment

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

Join the Conversation via #APDash

The recent release of the annual Adobe APAC Digital Marketing Performance Dashboard reveals that although Japanese marketers feel they are not receiving support from their IT departments, they still believe alignment and buy-in from IT is essential to the timely and effective deployment of digital marketing in their organizations.

This in-depth report took three months of detailed quantitative surveying with over 800 marketing executive across the Asia Pacific region including Japan, Australia, China, Korea, Singapore, Hong Kong and India. The study is pivotal in benchmarking the levels of adoption, traction, and success of digital across the region.

Here are some key findings from the research this year:

The importance of IT support

Japanese marketers feel most strongly that IT support is essential to the successful deployment of digital marketing, yet they feel they are currently receiving the least amount of IT support – only 6% in Japan compared to 16% in APAC).

Businesses that have experienced a positive business impact from digital marketing initiatives have not only implemented various digital solutions, they also have defined a process within their organization to achieve efficiency and effectiveness. To achieve this requires the support not only of the marketing department but also the IT department that is involved in deployment and operation.

 

Strong senior management support but lower level of confidence in than regional average

As digital technology plays a greater role in customer touchpoints, there is growing awareness among senior management regarding its effectiveness in delivering an improved and integrated customer experience. Japanese marketers have similar support for digital marketing from senior management as their counterparts in Asia Pacific with56% in Japan and 59% in APAC.

However, compared to countries actively investing in digital marketing, the research found that Japanese marketers feel that senior management has a lower level of confidence. Over 63% of senior management in Japan doesn’t have confidence in ROI from investment in digital marketing compared to only 10% in Australia and 22% in Singapore.

 

What’s next for Japan?

Japanese businesses have opportunities to advance quickly with deploying digital marketing. Customer experience best practice shows that interdivisional communication and cooperation is essential for the successful deployment of digital marketing technologies. Japanese senior leadership has an opportunity to drive collaboration to leverage digital marketing for their companies’ business transformation

Japan’s broadband and mobile environments are well established and many Japanese consumers actively engage in online shopping. There is already a strong foundation in place for businesses to improve customer satisfaction and deliver a richer, more impactful customer engagement experience through a more integrated use of digital marketing.

 

Here are some useful links:

Download the APAC complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

 

Skill shortages in Hong Kong hinder digital marketing growth

Adobe Asia Pacific President - Paul Robson

Paul Robson, President, Adobe Asia Pacific

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.

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Digital Disruption is changing the Public Sector

131119 Paul RobsonPaul Robson, President, Adobe Asia Pacific

Can you imagine a world without smartphones, or tablets; Facebook or Twitter? Can you imagine relying on enormous paper maps to find your way around a new city, or needing a number – fast – and flicking through a phone book? Most people can’t, because the world has changed with the proliferation of mobile internet. Digital has disrupted almost every aspect of our lives and organizations around the world are undergoing the tectonic shift that is digital transformation. Some are leaping ahead, others are lagging, but no sector is off the hook, including governments, which are at the forefront of citizen interaction.

The community, and the way we communicate, has changed dramatically in the last ten years. At the same time, we have access to the most sophisticated technology we’ve ever seen. Governments have an opportunity, and a responsibility, to leverage that technology to better engage with citizens, inspire them with streamlined, personal experiences, and generate efficiency and savings in these cost-conscious times. There are three key drivers that will shape digital disruption in the public sector: mobile, the internet of things and making everything digital.

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2014 아태지역 디지털 마케팅 성과측정 결과: 한국 마케팅 담당자, 디지털 마케팅 중요성에 대한 인식 제고에도, 여전히 실행에 어려움 겪어

chris정진우, 한국어도비시스템즈 디지털 마케팅 총괄 전무

‘2014 아태지역 디지털 마케팅 성과 측정결과’에 따르면 한국 마케팅 담당자들의 디지털 마케팅에 대한 신뢰도가 지난해 보다 높아진 반면, 실행에 있어서는 여전히 어려움을 겪고 있는 것으로 나타났다. 올해로 세 번째를 맞는 이번 조사는 어도비가 CMO위원회와 공동으로 한국을 비롯, 호주, 중국, 싱가포르, 홍콩, 인도 등 아태지역 6개국의 마케팅 임원 800여 명을 대상으로 이뤄졌으며, 오늘날 디지털 마케팅의 현황과 도입 및 활용 수준, 그리고 가능성 등을 측정·분석했다.
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India trails digital marketing performance trends of mature markets

Mr-Umang-Bedi-Adobe-Systems-India-189Umang Bedi, Managing Director – South Asia, Adobe Systems

The 3rd annual Digital Marketing Performance Dashboard, a research by Adobe partners with CMO Council, divulges larger growth opportunities for Indian marketers as India is an emergent digital marketing performance leader in the region. CMOs are beginning to realise that technology is interlaced with their ability to execute in today’s digitised market space and specially, Indian marketers view IT as a big contributor in deploying digital marketing solutions.

This year the survey highlights that Indian marketers are reflecting on the efficacy of their campaigns and shifting from a tactical campaign-specific, KPI-driven approach, to demonstrating the business impact and value of digital as a strategy to engage customers. India is going through the same stage of advancement that was noticed in mature markets like Australia and North America a while back. This is in correlation with the increasing digital footprint of consumers in the country, making it extremely important for marketers in India to utlise digital to their benefit and enter the next phase of digital advancement.

Here are some findings for India:

 

Confidence in digital marketing is growing but marketers question engagement and activation

The dynamics of the Indian Market have changed. eCommerce has evolved in terms of magnitude. Mobile users are proliferating. As entrepreneurs receive a platform through digital, startups are mushrooming. In such a context, digital marketing is not only witnessing a higher adoption rate, but also becoming a strategic function of organizations. 96% of the Indian marketers have high confidence in the ability of digital marketing to drive competitive advantage. This is amongst the highest in APAC with only Australia leading with 97%.

However, while Indian marketers believe that the key driver to adopting digital is the ever-growing internet population (70% in India vs. 59% in APAC), their belief that customer preference and digital dependence drive the adoption of digital, and digital can engage and activate the audience, is lower than the APAC averages. Customer preference and digital dependence would increase along with the increase in penetration of internet in the Indian market. Therefore, what would matter is how the Indian marketers are able to increase engagement and activate audience through digital marketing. This presents challenges in program planning, execution and most importantly measurement.

 

The role stakeholders in driving digital marketing

Overall, digital marketing performance is improving across APAC, especially with regard to organizational alignment. For India, organizational alignment is almost at par with APAC and at the same level as 2013. Strong senior management support and receptivity to piloting and testing is less for India than the APAC average. Senior management is now shifting focus from piloting and testing, to committing to the programs in place, and giving priority to establish a strong digital marketing base before exploring newer areas. Good news however is that Indian marketers have been able to keep to the same level of digital champions on the leadership team as last year.

As compared to their APAC counterparts, Indian marketers are receiving lesser support from channel and sales teams for increasing digital spends. However they’re doing better as compared to last year suggesting that departments that have a customer interface are realizing the importance of digital marketing in augmenting their efforts. This is a critical learning and reinforces the importance of digital marketing in the integrated marketing plans of organizations.

Over 29% of marketers in India believe that IT is a big contributor and active partner in selecting and deploying digital marketing solutions. This percentage is much higher than the rest of APAC which is suggestive of an internal mandate from the Leadership to IT on digital.

 

High use of analytics but are they understanding ROI?

Indian marketers are more confident than their APAC counterparts overall in their marketing maturity (58% feel they are high or progressive in marketing maturity as compared to 39% in APAC). And more Indian marketers are using analytics and measurement technologies to prove the value of digital – 74% Indian marketers are currently measuring and testing results of digital marketing campaigns as compared with only 69% average in APAC. However, their understanding of digital marketing effectiveness is very much in the developing stage (company’s ability to measure value of digital and its ROI: getting better – 43%; needs improvement – 31%; high on excellence – 5%). Marketers are measuring more than ever. However the value of digital and data can be demonstrated by using it to create differentiated advantage and driving connected relationship strategy for the business.

 

Talent gap continues to challenge marketers

On an average of last three years, 18.7% Indian companies have an experienced, dedicated, in-house staff for digital marketing analysis; 5% higher than the APAC average – 30% of them have a dedicated director of digital. However a very measly percentage of marketers believe that data is integrated throughout the marketing lifecycle.

Across the board, marketers are disappointed in their agencies’ effectiveness across strategy, execution and measurement. Clearly, better progress is needed in the region to narrow the gaps in skills and talent. India has made progress by increasing in house talent but more needs to be done. Data is the backbone for business and marketers, and India has the potential to be the center-of-excellence for data. We’ve got a big opportunity ahead of us and organizations need to act fast and invest in skills development.

 

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