Posts tagged "Digital"

Power to the Marketer!

Srihari Palangala, Senior Marketing Manager Digital Media, Adobe India – LinkedIn

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Every single opportunity to listen to the customer and market delivers more power to the marketer.  The digital era provides a choice of open and direct customer listening possibilities. Because of this, the next decade is an absolutely great time to be a marketer. Digital avenues and technology will allow marketers to play increasing strategic roles – helping script moves that have manifold impact on the business. More importantly, data and technology make it easier for marketers to move away from a purely tactical view and engagement – not to imply that tactical is not just as important by any means!

Here are three specific areas where I see technology and digital outreach providing more power to the marketer:

1)      Marketers can scale volumes of business data more easily - If you are reaching consumers with your product or service, then you can target (create awareness), deliver the right message (drive interest) and fulfill consumer purchase transactions online. Marketers in this case, such as in the FMCG world, play a key role in driving business – while firmly in the driver’s seat.

On the other hand, if you are marketing to businesses (SMBs or Enterprises), then you can drive inbound interest from influencers/decision makers. When coupled with good CRM systems, digital marketing can help you monitor conversion and sales funnels better. As you understand your conversion funnel you can have funnel metrics-driven marketing programs. I’ve talked about elements of digital marketing in this slide deck.

2)      Marketers can focus on profitable business customers and on margin contribution – With digital outreach you can closely measure and constantly drive down the customer acquisition costs (variable costs). As you acquire customers, you can also track and measure the ‘quality’ of the customer and constantly target to pursue profitable (and returning) customers. Finally you can observe and track life-time value of customers and run targeted activities to keep customer engagement and retention high.

3)      Marketers can embrace the Internet to scale distribution and reach – Search, social and mobile has transformed the Internet experience for everyone. The number of people a marketer can potentially reach with technology today is astounding — about 40% of the world population has access to the Internet: ~10% through fixed broadband and ~30% through mobile broadband. And people are spending an increasing amount of time online. Digital allows us to quickly determine which marketing channels are working, and if they are not then we can fail fast and switch to more effective approaches. And as we see pilot campaigns delivering results, they can be potentially scaled up. Technology also allows us to look at effective ways to bring offline and online together on marketing campaigns.

The above said, from a practitioner perspective there is a lot of data to handle, digest and rationalize to be successful. This can be a daunting task – but nobody said that coming to terms with the new “marketer power” was going to be easy!

Top 5 Challenges in Executing Digital Campaigns 2014

Adobe-APAC-Top-5-CHALLENGES-2014_Adam_Black_FINALv1

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

APAC Digital Marketing Performance Dashboard 2013: Content & Data

In this episode of the APAC Digital Marketing Performance Dashboard 2013 video series, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the the importance of content and data for marketers.

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

APAC Digital Marketing Performance Dashboard 2013: 2012 vs 2013 Comparison

The second annual APAC Digital Marketing Performance Dashboard 2013 is joint research by the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across  APAC.

In this episode, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the 2013 findings compared to the 2012 survey results. Find out how the digital marketing landscape has changed in the past year:

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

New research reveals Greater China’s digital marketers are poised to take digital marketing to the next level

Paula Parkes, Head of Marketing, Digital Marketing Business, Adobe Asia Pacific – LinkedIn @Keywebird

PaulaThe release of the second annual Adobe Digital Marketing Performance Dashboard reports that Asia Pacific marketers are gaining in digital confidence – is this the case for Greater China where the digital dynamics are unique?

 

 

China

In fact, not only are Chinese marketers convince that digital is a path to competitive advantage, 97% of Chinese marketers, compared to 81% last year, said they were putting their faith in the business benefits of digital marketing. Respondents from China are telling us that they’re ready to bring digital marketing to the next level, learning more about how to apply measurement and analytics to build stronger business cases to encourage more investment.

Much like the rest of APAC, where social optimization and content strategy are main priorities in digital marketing, China has taken it a step further with 90% of respondents stating that social networking and gaming is driving digital adoption, which was the top response for this question in all of APAC. The success and popularity of strong players such as Sino Weibo and Tencent WeChat demonstrate the potential for social networking to help marketers engage customers in China. In addition, China’s marketers will be placing particular emphasis on mobile relationship marketing (60% versus 25% of regional average), a response which is consistent with the high levels of mobile adoption among China’s customer base.

Even though 77%  of Chinese marketers  spend less than 24% of their total marketing budget on digital marketing, which is about the same as the regional average of 71%, Chinese marketers are more positive about their chances of boosting investment in the future. 40% of Chinese respondents are planning to increase their budget to align with or even exceed the global average in 2014. It will be interesting to see if this confidence brings the desired results.

On the other hand, China lags behind the regional average regarding measurement and analysis. Up to 27% of respondents are not measuring the results of digital campaigns and initiatives at all.  Of those measuring their results, 57% of respondents confirmed they are using marketing analytics and reporting technologies. Although it increased from 33% in 2012, this is still far behind the regional average of 80%.

 

Hong Kong

Unlike confident China, HK marketers showed lower confidence in their digital capabilities compared with the other APAC countries. This could be a reality check after embarking on more complex and sophisticated programs in the last twelve months. However, they are still optimistic and interested in digital marketing with 84% of respondents believe Digital Marketing can open up new channels of engagement & commerce (double last year result and much higher than regional average of 60%).

In China, social networking and gaming drove digital adoption. The case is very different in Hong Kong, where half of marketers admit that competitor use of digital marketing technologies were one of the key drives for them to adopt digital marketing. Hong Kong marketers definitely see the benefits of social networks with marketers shifting their budgets to focus on social media community development (47%) and social media advertising (38%), but their innate competitive nature to get ahead of the competition is essentially what drives their decision to adopt digital marketing.

In addition, while budget limitation seems a significant challenge across APAC (51% on average), 38% of Hong Kong marketers did not recognise it as the biggest obstacle, yet half of them (50%) agreed they are facing challenges in limited training opportunities for staff to gain skills & limited digital agency capability.

 

Next Steps for Greater China marketers

Budget and talent are keys to APAC digital marketing development. Most Chinese marketers are considering shifting more resources to digital marketing next year, especially focusing on social networking and gaming.  Observing the better developed digital markets in APAC, we’ve learned that 19% of Australian marketers and nearly 7% of Singaporean marketers are now utilizing data for crucial business differentiation, compared to 4% and 2% respectively last year. The results imply that big data and analytic insights are indeed the crucial. Becoming more adept at handling and leveraging insights gained from big data, will be a critical step for taking Greater China the next step forward.

 

Interested to find out more about digital marketing in Greater China? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic and see Hong Kong & China’s results