Adobe Digital Dialogue

September 29, 2014 /Digital Marketing /

APAC Digital Marketing Performance Dashboard 2014: The gap continues to widen between digital leaders and those falling behind

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

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The third annu­al APAC Dig­i­tal Mar­ket­ing Per­for­mance Dash­board reveals a frag­ment­ed dig­i­tal mar­ket­ing land­scape is emerg­ing as some Asia Pacif­ic coun­tries surge ahead of oth­ers which are falling behind. Fur­ther­more, while all coun­tries under­stand the impor­tance and val­ue of dig­i­tal to their over­all mar­ket­ing strat­e­gy, no coun­try is tak­ing full advan­tage of the oppor­tu­ni­ties it presents.

The research was con­duct­ed by the CMO Coun­cil in part­ner­ship with Adobe and includes the largest gath­er­ing of mar­ket­ing insights from the region, rep­re­sent­ing more than 700 senior mar­ket­ing exec­u­tives across key coun­tries. Over­whelm­ing­ly, 92% of respon­dents stat­ed that dig­i­tal will bring com­pet­i­tive advan­tage to their organ­i­sa­tions. But with­in this opti­mism, we begin to see key dif­fer­ences between the lead­ers and the lag­gards. Coun­tries such as Aus­tralia, India and Sin­ga­pore are pulling away with strong exec­u­tive sup­port and dig­i­tal cham­pi­ons, while Korea, Chi­na and Hong Kong strug­gle with sup­port and skill short­ages.

Here are some key find­ings from the research this year:

  • Mar­ket­ing readi­ness across Asia Pacif­ic is on the rise

- There is an increas­ing mar­ket readi­ness for dig­i­tal in Asia Pacif­ic

APAC_3_year_comparison

  • Senior exec­u­tive sup­port dri­ves dig­i­tal mar­ket­ing adop­tion

- In Aus­tralia, Chief Mar­ket­ing Exec­u­tive own­er­ship is at 54% in 2014, well above oth­er coun­tries such as India (42%), Hong Kong (40.6%) and Korea (39%).

- Hav­ing a strong dig­i­tal cham­pi­on with­in the lead­er­ship team remained steady across the region at 38% between 2012 and 2014; how­ev­er, Aus­tralia is pulling away with 62% in 2014, fol­lowed by Hong Kong (46%), Sin­ga­pore (41%) and India (39%).

- Organ­i­sa­tion­al align­ment across Asia Pacif­ic increased with a rank­ing of 3.8 com­pared to 3.2 in 2013.

  • Chan­nel part­ners and sales teams have emerged as strong advo­cates for dig­i­tal mar­ket­ing, call­ing for increase dig­i­tal spend across Asia Pacif­ic.

- Since 2012, the num­ber of chan­nel part­ners and sales teams who have called for increased invest­ment in dig­i­tal has more than dou­bled from 15% to 34% in 2014.

  • The impor­tance of ROI is grow­ing though some coun­tries are skill skep­ti­cal.

- Across Asia Pacif­ic con­cerns about ROI has risen slight­ly from 17% in 2012 to 21% in 2014.

- How­ev­er, the Dash­board reveals that in Korea, 50% of senior lead­ers are not con­vinced of dig­i­tal mar­ket­ing ROI.

  • Small improve­ments in skill lev­els but lead­ers pull away.

- There are small improve­ments in skill lev­els across Asia Pacif­ic with ded­i­cat­ed dig­i­tal head­count increas­ing from 13% in 2012 and 2013, to 15% in 2013.

- Yet, gaps are con­tin­u­ing to grow between coun­tries which have a ded­i­cat­ed dig­i­tal head­count in 2014:

Aus­tralia – 26%
India and Sin­ga­pore – 18%
Korea – 13%
Chi­na – 9%
Hong Kong – 7%.

  • The use of ana­lyt­ics and report­ing tech­nolo­gies has remained steady, but lead­ers are pulling away.

- In Aus­tralia, 91% of mar­keters are using ana­lyt­ics and report­ing tools, fol­lowed by Sin­ga­pore (79%), India (77%), Hong Kong (73%), Chi­na (70%) and Korea (60%)

- How­ev­er, mar­keters are not mov­ing beyond basic mea­sure­ment with only 13% of mar­keters across Asia Pacif­ic said they are mea­sur­ing through­out the life of cam­paigns, com­pared with 14% in 2012.

 

What does this mean for dig­i­tal mar­keters in APAC?

The 2014 Dash­board has uncov­ered the vary­ing degrees of dig­i­tal mar­ket­ing matu­ri­ty across the region, and high­lights the need for mar­keters to con­tin­ue to demon­strate val­ue and ROI. With cus­tomers hav­ing the abil­i­ty to touch any part of an organ­i­sa­tion, the role of mar­ket­ing in trans­form­ing busi­ness is cru­cial and requires exec­u­tive sup­port and invest­ment. Mar­keters in those coun­tries which are lag­ging, like Korea, Chi­na and Hong Kong, need to lever­age the data they receive to help edu­cate senior man­agers of its val­ue.

Big data is pow­er­ful and essen­tial to cre­at­ing per­son­alised cus­tomer engage­ment and expe­ri­ences. With so much data avail­able, and more tools than ever before, mar­keters are in a strong posi­tion to dri­ve busi­ness results, but no coun­try is Asia Pacif­ic is tak­ing full advan­tage of the vast amounts of data they receive. Oppor­tu­ni­ties exist for mar­keters to lead by mea­sur­ing and ana­lyz­ing their full cam­paigns, not just imple­ment­ing a piece­meal approach.

The good news for Asia Pacif­ic is that it is slow­ly step­ping up on the glob­al dig­i­tal stage, clos­ing the gap between matured mar­ket­ing regions like North Amer­i­ca and Europe. How­ev­er, region­al mar­keters with­in Asia Pacif­ic that are falling behind will face increase glob­al pres­sure to keep pace. In order to bridge the gap, organ­i­sa­tions need to accel­er­ate their invest­ment in employee’s pro­fes­sion­al devel­op­ment as well as the right tech­nolo­gies to lever­age the ben­e­fits of dig­i­tal. In addi­tion, a bold­er approach is need­ed to apply­ing met­rics and dri­ving a more com­pelling case for increase invest­ment. The time to start mak­ing the move to dig­i­tal excel­lence is now. Will you take the leap or get left behind?

 

Stay tune to this chan­nel as we con­tin­ue to launch coun­try-spe­cif­ic find­ings across the region this week.

Down­load the com­pli­men­ta­ry exec­u­tive sum­ma­ry

APAC Dig­i­tal Mar­ket­ing Per­for­mance Dash­board Info­graph­ic

2013 APAC Dig­i­tal Mar­ket­ing Per­for­mance Dash­board Blog

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