Posts tagged "Skill Shortage"

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


Indian marketers are ready to adopt and integrate digital marketing in their businesses

Umang Bedi, Managing Director, Sales & Marketing – South Asia Adobe – Linkedin 

Mr Umang Bedi, Adobe Systems India (315)Today we released the second annual Adobe APAC Digital Marketing Performance Dashboard in India, a study done by the CMO Council in partnership with Adobe.  A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 respondents from India.

“Today digital marketing is a boardroom-level conversation which means marketers are dealing with the expectation that they can justify the return on investment on marketing budgets and show results. The dashboard reflects the changing dynamics that Indian marketers are witnessing today – a big shift is seen in the how the marketers have progressed over this one year in this space. Over 80% of marketers are using analytics and reporting technologies for better understanding. Challenges in terms of finding the right skill sets remain; however, Indian marketers lead the APAC region in terms of their growing confidence in their skill sets”.

Here are some findings for India:

Digital marketing has seen massive progress in India in these last 12 months in terms of understanding, readiness and adoption.100% marketers in India now believe that digital marketing can create competitive advantage for their company, helping them create a more customer centric organization, helping with brand differentiation and building greater customer affinity and attachment (45%). This is a major shift from 2012 when less than 20% believed it to be able to do so.

Cost-efficiency, effectiveness of these channels and their ability to deliver better ROI is considered the top driver (75% marketers believe so) for the adoption of digital marketing, followed by size and appealing demographics of internet population (72% marketers believe so). Other drivers include ability to better engage and activate audiences, and proliferation, appeal, and capability of mobile devices (60%), followed by better campaign analytics, insight, and accountability; customer preference and digital dependency;  social networking and gaming account – ~50%

The percentage of marketers spending over 50% of their budgets in digital marketing has also increased substantially; from 2% in 2012 to 22% in 2013.

Social has been a clear priority for marketers this fiscal year, followed by increasing and improving paid search and online display advertising; and customer listening, feedback, and community. In terms of spend, 75% of marketers have been allocating their digital marketing funds on websites (content development and performance optimization), SEO and SEM, social and email.

A notable shift between 2012 and 2013 is the increase in the number of marketers indicating that the CMO or the dedicated head of marketing is the lead of digital marketing. Today, Indian marketers enjoy the support of senior executives in their organization. However, for 40% of respondents, their digital marketing strategy is developed and executed from global head office and for 20% it is localized and executed in APAC and country level. There is opportunity for Indian marketers to increasingly localize their strategy at a country level.

Budget limitations, making a business case for digital marketing spend and developing a comprehensive strategy for Indian markets continue to be a challenge with each of these points rated at 50%. While asking for funding, a marked shift is that more marketers are looking at assessing overall needs and presenting business case. They are increasingly relying on parameters like customer data on digital media consumption preferences and patterns, analytics on generating customer leads more effectively and overall strategic assessment of potential business impact and contributions (50% each). However a good proportion of marketers feel their current ability to measure the value and ROI of their digital marketing spends is “Getting Better” or “Needs Improvement”.

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

Singapore marketers are getting better at marketing!

Stephen Hamill, Head of Adobe Southeast Asia  – LinkedIn @stephenhamill

20130113-0022In our blog post last week, we shared the results from this year’s Adobe Digital Marketing Performance Dashboard showed that APAC marketers were becoming more confident in their digital abilities, with 28% across the region rating themselves as ‘highly evolved and a leader in their field’, compared to 23% in 2012.

What about Singapore?

This year’s findings show Singapore marketers clearly getting better at the art and science of marketing.

For starters, local marketers’ confidence in their digital capabilities has seen a tremendous improvement from last year’s 11% to this year’s 29%.

In terms of key priorities, social optimisation (including boosting community growth and engagement) remained number one for marketers for the second year running at 78%, up from 68% last year, while strengthening the brand’s digital marketing content strategy came in at a close second at 76%.

What’s interesting about this, is that content strategy wasn’t even on the radar of these marketers last year. This is a strong testament to how much local marketers have evolved. In 2012, they were focused solely on optimising the channel (social in this case). Today, they understand that to effectively make use of the channel to engage with their customers, they need to focus on the message as well. As they say, content is king!

Besides confidence and awareness, marketers feel that they are steadily gaining ground in advancing their skillsets. 51% say that their ability to measure digital marketing investment is getting better and 38% feel that their digital marketing analysis expertise is improving but do acknowledge that they still have some way to go.

Singapore also stood out as one of the few countries in the region where marketers are using data as a key competitive differentiator and applying analytic insights across the marketing lifecycle. Nearly 7% of Singaporean marketers are now taking this approach, compared to 2% last year. While a small number still, it is heartening to see Singapore marketers recognising the high potential of big data.

While 2013 presented a beautiful report card for Singapore marketers, the study identified that there are still some areas for improvement.

The digital spend in Singapore is still below the global average of 25%-35%. In fact, only 13% of marketers are spending over 50% of their budgets on digital marketing, despite believing that it can create a competitive edge for their company.

Currently, marketers are still presenting their business leaders with data that show customer preference for digital engagement, analytics on lead yield and return, and the strategic assessment of business impact. While all these measurements are good and well, marketers need to step up and provide additional insights around cost savings and performance improvement practices. This means giving higher priority to business-driving metrics like customer lifetime value, churn rate and market share improvements.

Doing so will go a long way in convincing senior management to increase investment.

Interested in finding out how else Singapore 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

한국 마케팅 담당자, 디지털 마케팅 신뢰도 수준 지난 해 대비 변화

Chris Chung_1_re정진우, 한국 어도비 시스템즈 디지털 마케팅 총괄 전무

어도비와 CMO위원회가 공동으로 실시한 어도비 ‘APAC 디지털 마케팅 성과 대시보드’ 두 번째 보고서가 발표됐습니다. 올해 조사 결과, 한국 마케팅 담당자들은 다양한 디지털 마케팅 전략을 활용하고, 측정 및 분석에 노력을 기울이지만 사내 디지털 분석 능력 부족, 분석 기술 활용 한계 등으로 명확한 ROI 측정과 비즈니스 향상 입증에 어려움을 느낀 것으로 나타났습니다.

올해 발표한 보고서에 따르면, 81%에 달하는 한국 마케팅 담당자들이 디지털 마케팅이 기업의 비즈니스 경쟁력을 강화한다고 답해, 여전히 디지털 마케팅의 효과에 대해 대부분의 마케터들이 매우 긍정적인 평가를 내리는 것으로 드러났습니다. 그러나, 이는 지난해 92%보다 낮아진 결과이며 확신이 없다고 답한 이들도 지난해 4%에서 19%로 늘어났습니다.

그렇다면, 국내 마케팅 담당자들의 디지털 마케팅 측정 및 분석 상황은 어떨까요. 조사 결과, 응답자의 66%는 디지털 캠페인을 측정 및 테스트하고 있으며, 84%는 마케팅 분석 및 리포팅 기술을 사용하고 있다고 답했습니다. 하지만, 3%만이 ROI를 입증하고 이를 통해 발전해 나갈 수  있는 측정 시스템이 준비되어 있다고 답했습니다. 이와 같은 결과는 2012년 이후 더 많은 국내 마케팅 담당자들이 디지털 분석을 강화해 가고 있지만, 성과 입증을 위해서는 특별한 기술과 스킬이 필요함을 느끼고 있음을 보여주고 있습니다.

최근 화두로 떠오르고 있는 빅 데이터의 활용 수준은 어떨까요. 조사에 따르면, 고객 행동과 특성을 이해하기 위해 수집한 방대한 양의 데이터를 활용한다고 응답한 이들은 9%에 그쳐, 빅데이터를 분석해 비즈니스 인사이트를 확보할 수 있는 기술력과 경험은 아직 낮은 수준임을 알 수 있습니다.

이 밖에 2013 아태지역 디지털 마케팅 성과 측정결과 중 한국시장의 주요 결과는 아래와 같습니다.

  • 콘텐츠 전략 강화(88%), 소셜 미디어 최적화(78%)를 최우선 디지털 마케팅 실행 항목으로 꼽아
  • 디지털 마케팅 성과 측정의 주요 항목으로는 전환(81%), 웹 성과 데이터(75%), 클릭율(75%), 반응률(69%) 순으로 나타났다.
  • 디지털 마케팅 실행 및 분석을 위한 팀 구성에 있어, 84%는 부족한 예산으로 숙련된 담당자 채용에 어려움이 있다고 답했고, 44%는 제대로 된 기술과 경험을 갖고 있는 직원 부족을 꼽았다.
  • 마케팅 비용 지출에 대해서는 웹사이트 콘텐츠 제작(75%), 소셜미디어 광고(72%)로 가장 많았고, 소셜 엔진 최적화(59%), 온라인 디스플레이 광고(53%) 순으로 나타났다.

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic