Adobe Digital Dialogue

September 24, 2014 /Digital Marketing /

Australian marketers lead Asia Pacific in digital marketing but advanced implementation has stalled

140714 Chris Skelton6Chris Skel­ton, Man­ag­ing Direc­tor for Aus­tralia and New Zealand, Adobe Sys­tems

New research from Adobe and the CMO Coun­cil has revealed Aus­tralia con­tin­ues to lead Asia Pacif­ic in the adop­tion of dig­i­tal mar­ket­ing, pulling away from oth­er coun­tries in the region. How­ev­er, skill short­ages and bud­get con­straints have stalled the imple­men­ta­tion of more advanced mea­sure­ments.

The third annu­al 2014 Dig­i­tal Mar­ket­ing Per­for­mance Dash­board includ­ed a six-month in-field pro­gram com­pris­ing quan­ti­ta­tive sur­veys with over 700 mar­ket­ing exec­u­tives. The study bench­marked the lev­els of adop­tion, trac­tion and suc­cess of dig­i­tal mar­ket­ing in Aus­tralia, New Zealand, Chi­na, Korea, Sin­ga­pore, Hong Kong and India. Senior mar­keters with­in the Asia Pacif­ic region from a range of indus­tries took part, with 44 per­cent hold­ing a title of Vice Pres­i­dent or high­er.

This year, the Dash­board expos­es sev­er­al fac­tors which allow Aus­tralian mar­keters to pull away from their coun­ter­parts in Asia Pacif­ic. These include strong sup­port from com­pa­ny lead­er­ship, hav­ing a strong dig­i­tal cham­pi­on in the lead­er­ship team and increased sup­port from stake­hold­ers. In the 2014 Dash­board, chan­nel part­ners and sales teams have emerged as dig­i­tal advo­cates with sup­port for increased dig­i­tal spend more than dou­bling since 2012. Strong senior exec­u­tive and stake­hold­er sup­port is a key fac­tor in dri­ving dig­i­tal mar­ket­ing adop­tion and allow­ing Aus­tralia to pull away as a leader in Asia Pacif­ic.

Key find­ings from the study for Aus­tralia include:

  • 52% of organ­i­sa­tions advised that Chief Mar­ket­ing Exec­u­tives own the dig­i­tal mar­ket­ing strat­e­gy, com­pared with 39% across Asia Pacif­ic; 62% of Aus­tralian com­pa­nies have a dig­i­tal cham­pi­on on the lead­er­ship team, well above the Asia Pacif­ic aver­age of 38%.
  • Skill lev­els have stalled across Asia Pacif­ic and while Aus­tralian mar­keters have report­ed some improve­ments, skill short­ages remain. Across Asia Pacif­ic, com­pa­nies with a ded­i­cat­ed head­count to car­ry out dig­i­tal mar­ket­ing analy­sis has lift­ed only slight­ly between 2012 (13%) and 2014 (15%); how­ev­er, in Aus­tralia a ded­i­cat­ed head­count has increased from 15% in 2012 to 26% in 2014.
  • Three quar­ters of mar­keters in Asia Pacif­ic are mea­sur­ing and analysing data, how­ev­er imple­men­ta­tion of more sophis­ti­cat­ed per­for­mance indi­ca­tors remains low across the region. There has been no progress across Asia Pacif­ic in mea­sur­ing data across the life of a cam­paign, and per­cent­ages remain low year on year: 2012 (14%), 2013 (10%) and 2014 (13%). In Aus­tralia, mea­sur­ing across the life of a cam­paign is low­er than the Asia Pacif­ic aver­age and has dropped to 11% in 2014, from 13% in 2012.
  • The abil­i­ty to bet­ter engage and acti­vate audi­ences is dri­ving the adop­tion of dig­i­tal; 81% of Aus­tralian mar­keters cite engage­ment as the key dri­ver com­pared with 58% across Asia Pacif­ic.
  • The pro­lif­er­a­tion and capa­bil­i­ty of mobile has increased as a dri­ver of dig­i­tal adop­tion in Aus­tralia up from 52% in 2012 to 65% in 2014.

This year’s research shows that many mar­keters are not mea­sur­ing across the life of a cam­paign and that means they’re miss­ing impor­tant data points that could be used to dri­ve bet­ter busi­ness results. While Aus­tralia leads the pack, skill short­ages remain preva­lent and the abil­i­ty of mar­keters to lever­age more com­plex mea­sures is stalling growth. With bet­ter skills, mar­keters could be tak­ing advan­tage of more data to dri­ve busi­ness results and demon­strate ROI.

Look­ing for­ward, Aus­tralian organ­i­sa­tions need to accel­er­ate their invest­ment in skills devel­op­ment to close the skills gap s faster and look into new tech­nolo­gies for bet­ter mea­sure­ment to prove ROI and dri­ve a more com­pelling case for increased invest­ment.

Down­load the com­pli­men­ta­ry exec­u­tive sum­ma­ry.

APAC Dig­i­tal Mar­ket­ing Per­for­mance Dash­board 2014 Info­graph­ic.

Fol­low the con­ver­sa­tion via #APDash.

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