Posts tagged "Mark Phibbs"

Key Findings from APAC Digital Marketing Performance Dashboard 2012

APAC Digital Marketing Performance Dashboard 2012 is a joint research by  the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across APAC. Adobe’s Mark Phibbs and Liz Miller of the CMO Council talk about three key findings from the APAC Digital Marketing Performance Dashboard 2012.

APAC Digital Marketing Performance Dashboard 2012

Mark Phibbs, Senior Director Marketing and Global Channel Marketing, Adobe APAC – LinkedIn @MarkPhibbs

Wondering if your digital marketing efforts are matching up to that of the region? Speculating how you benchmark against your competitors?  The APAC Digital Marketing Performance Dashboard 2012 was launched today by the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across APAC. A six-month in-field program comprising quantitative and qualitative surveys, this inaugural study benchmarked the levels of adoption, traction and success of digital marketing in Australia, China, Korea, Singapore, Hong Kong and India. 295 senior marketers from a range of industries took part. Now you can gauge your performance against the rest and get a better understanding of digital marketing in the region!

Several keys points from the report stood out:

  • Digital marketers in APAC have high levels of optimism and confidence in the benefits that digital marketing can bring to their business.

–         93% of respondents believed that digital marketing could create competitive advantage for their company

–         52% felt that digital marketing was crucial in helping them form a customer-centric, responsive organization

–         51% felt that digital marketing helped boosts the effectiveness and efficiency of their overall marketing programme

–         63% claimed that customer preferences were driving the move to digital marketing activities

  • The greatest obstacle facing APAC marketers is the low investment levels dedicated to digital marketing.

–         53% of respondents cited budget limitations as a significant factor preventing them from undertaking critical activities such as testing and analysis

–         72% are spending less than 25% of their total marketing budget on digital marketing initiative

–         Of that group, 37% are spending even less than 10%

  • In spite of the current low spend, APAC marketers expect to increase investment in 2013.

–         47% of respondents said they would increase allocation to digital marketing to between 10-24% of their total marketing budget

–         22% said they would increase spend to 25-49%

  • Skill shortage appears to be a significant issue across APAC.

–         About 49% of respondents said their current marketing teams didn’t have the right skills, experience or talent needed to take on digital marketing strategy

–         38% said they had insufficient budget to bring on the right level of senior talent

–         27% admitted that they were unable to find the right staff with the right skills

–         32% acknowledge that outsourcing is not the solution by saying their agencies’ capabilities were limiting their ability to execute effectively

  • Although a majority of organisations in APAC are using analytics and reporting technologies, they are still finding challenges in measuring return on investment.

–         72% of respondents are using analytics and reporting technologies. However, of those, only 3% feel they are excelling in their ability to measure value and return.

What does all this mean for digital marketers in APAC? It stems down to two main meanings. Firstly, marketers are using reporting and analytic technologies but struggling to move beyond basic KPIs. This can be seen in the data where although 72% of respondents are using reporting and analytic technologies, only 19% of those rate their ability to measure ROI as excellent or very good. Secondly, the lack of dedicated resources will continue to make it difficult to demonstrate ROI and develop a strategic approach. The report shows that 74% of respondents rate their current proficiency in delivering a go-to-market digital model as moderate or needing improvement. A staggering 49% say lack of in-house digital expertise is their greatest challenge while 72% are using multiple digital agencies. Both the challenge to move beyond basic KPIs and the lack of dedicated resources affect the ability to measure ROI effectively which in turn leads to the inability to increase budget with the lack of proof.

So then, what are the next steps? There are several recommendations that you can start working on to get improve your digital marketing efforts:

1) Appoint senior digital marketing leaders to own the marketing strategy alignment to key business drivers.

2) Make sure your organization is measuring the right elements in order to demonstrate ROI

3) Boost in-house dedicated, skilled analytics resources to drive the shift from tactical KPI measurement to prove ROI and leverage data for analytic insights

4) Continue investment in measurement and optimization technologies as well as ongoing staff training – up skill your in-house staff today!

To download and read the full report click here

To view the APAC Digital Marketing Performance Dashboard Infographic click here

To view the APAC Digital Marketing Performance Dashboard  ROI Measures Infographic click here

mUmBRELLA 360 2012: Media Battles and Marketing Success

By Anne Russell, Digital Marketing Manager, Adobe Australia – LinkedIn, @arussellmktg

ExactTarget’s Eric Prugh presenting at mUmBRELLA 360 2012

An entertaining battle of the media took place at the recent second annual Mumbrella360 conference, where over 700 attendees met over 2 days to discuss Australia’s media and marketing landscape. Across different presentation tracks, interviews and discussion panels, conference attendees were encouraged to settle a long-standing industry debate: Which medium is preferred these days:  Radio advertising, film advertising, magazines, outdoor or digital?

The first day saw battles between outdoor versus newspapers, TV versus magazines, and online versus cinema. That morning, we saw some interesting arguments, with each presenter strongly defending their medium. It was argued that movies reign supreme – reaching over 100 million Australians each year — the humble radio’s air waves still reach audiences throughout the day, at any given time. Some argued against newspaper advertising, making the case that even the most widely read dailies still compete with dozens of other direct messages, decreasing potential impact.

During his interview with mUmBRELLA’s editor, Tim Burrowes, Commonwealth Bank Chief Marketing and Online Officer, Andy Lark, told the conference that marketers can benefit from using multiple media sources to communicate with their audiences. Commbank has been using multiple platforms, including newspapers and TV as well as online to promote its new engagement campaign, “CAN”, around Australia.

My take on this is that whatever your strategy, it needs to be relevant, personal and measurable. Measurement is key to gauge return on investment and the most indisputably effective ways to achieve that are in the digital space. Why? Because, as Adobe’s Mark Phibbs and ExactTarget’s Eric Prugh shared in their “Intimate Insights into Digital Marketing” presentation on day 1, digital marketing works!

Today’s customers can be targeted by experience using over 30 different marketing tactics at any given time. Search, landing pages, blogs, social networks, online display advertising to email, online videos and webinars all play a role in the mix.  The challenge marketers have is budget limitations and the need to quantitatively demonstrate impact. Digital marketing is revolutionary because for the first time, we can see how successful our campaigns are as data and analytics let us measure many touch points. By using all the data you accrue about your customers, you can create a more seamless, individualised and engaging experience for your audience. .

So even if TV, newspaper, radio and outdoor ad placements are still part of the marketing mix, I believe digital is going to play a more  prominent part in marketing campaigns, and at the same time this shift is happening, it’s time for  marketers to take the steps to capture and analyse their data to aim for measureable results.