Adobe Digital Dialogue

May 20, 2015 /Digital Marketing /

Australian Digital Marketing Landscape

Aus­tralia con­tin­ues to lead the pack in Asia Pacif­ic when it comes to dig­i­tal mar­ket­ing pro­fi­cien­cy but skill short­ages and bud­get con­straints are hold­ing back fur­ther dig­i­tal and busi­ness trans­for­ma­tion. The APAC Dig­i­tal Direc­tions report, a joint study by CMO Coun­cil and Adobe, shows con­fi­dence in the val­ue of dig­i­tal mar­ket­ing is grow­ing but mar­keters are still strug­gling to val­i­date invest­ment and build a busi­ness case.


Digital has come of age

Dig­i­tal and busi­ness trans­for­ma­tion is a com­plex and chal­leng­ing task, but if done right, the rewards are great. Ear­ly adopters in Aus­tralia are lead­ing the region in dig­i­tal mar­ket­ing pro­fi­cien­cy and are able to prove val­ue to their organ­i­sa­tions and indus­tries. These com­pa­nies are using cus­tomer intel­li­gence in an insight­ful way and are lead­ing with data.

Dig­i­tal has tru­ly come of age. Aus­tralian respon­dents are con­firm­ing that dig­i­tal enables addi­tion­al touch­points (68%), deliv­ers more cost-effec­tive cus­tomer acqui­si­tion (51%), improves cus­tomer loy­al­ty (41%) and improves the over­all cus­tomer expe­ri­ence and respon­sive­ness (34%). The chal­lenge now, is to turn our atten­tion to extract­ing greater val­ue and insights from data to pro­vide ideas and knowl­edge that improve prod­uct, ser­vices and cus­tomer engage­ment and pro­vide the foun­da­tions for a stronger inter­nal pitch to boost invest­ment and resourc­ing.


Metrics that matter

At a time when mar­ket­ing is fast becom­ing the cat­a­lyst for busi­ness trans­for­ma­tion and cus­tomer engage­ment opti­miza­tion, Australia’s mar­keters are still large­ly focused on sin­gle vec­tor met­rics that mea­sure past suc­cess or sin­gle cam­paign per­for­mance only. They are typ­i­cal­ly not mea­sur­ing the impact of hard­er busi­ness met­rics such as sales pipeline per­for­mance or cus­tomer life­time val­ue.

So what are they mea­sur­ing? Only a few Aus­tralian respon­dents said they mea­sure busi­ness val­ue met­rics, with just 16% mea­sur­ing rev­enue per cus­tomer (a sig­nif­i­cant drop from 26% in 2013), 15% mea­sur­ing cus­tomer life­time val­ue and 16% mea­sur­ing mar­ket share move­ments. The bulk of Aus­tralian mar­keters are focused on more basic met­rics with 70% mea­sur­ing click-through rates, 49% mea­sur­ing cam­paign ROI and 73% mea­sur­ing response rates. This is very much in-line with their region­al peers across Asia.


Other key findings

Here are the top-line Aus­tralian find­ings from APAC Dig­i­tal Direc­tions report:

  • Aus­tralia con­tin­ues to lead the region in dig­i­tal mar­ket­ing pro­fi­cien­cy with 35% of Aus­tralian mar­keters rat­ing their organisation’s efforts as high or pret­ty good, com­pared with the APAC aver­age of 24%.
  • The top 3 chal­lenges and com­plex­i­ties expe­ri­enced in build­ing in-house and vir­tu­al dig­i­tal mar­ket­ing teams in Aus­tralia are a lack of the right tal­ent and skills (55%), bud­get lim­i­ta­tions (42%) and iden­ti­fy­ing the right tools and tech­nolo­gies need­ed to take the next step (40%).
  • The top 3 chal­lenges to dig­i­tal cam­paign exe­cu­tion in Aus­tralia are bud­get lim­i­ta­tions (54%), deter­min­ing the best tech­nol­o­gy solu­tions and ser­vices to use (41%) and mak­ing a busi­ness case for dig­i­tal mar­ket­ing spend
  • The top 3 dig­i­tal pri­or­i­ties for Aus­tralian mar­keters in 2015 are strength­en­ing the dig­i­tal con­tent strat­e­gy (68%), rich­er, deep­er cus­tomer pro­fil­ing and insights (51%); and social media opti­mi­sa­tion (50%).

Top 3 Digital Marketing Priorities Australia

  • When asked where they allo­cate their dig­i­tal mar­ket­ing funds, the major­i­ty (72%) of mar­keters in Aus­tralia said web­site con­tent, devel­op­ment and per­for­mance opti­mi­sa­tion, fol­lowed by search engine opti­mi­sa­tion (69%) and paid search (61%).


Down­load your com­pli­men­tary copy of this com­pre­hen­sive report here.

View the main info­graphic here.

Join our webi­nar for an in-depth review of the research results pre­sented by report author Liz Miller, Senior Vice Pres­i­dent of CM Coun­cil. Reg­is­ter now.


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