Adobe Digital Dialogue

November 19, 2013 /Digital Marketing /

Australian marketers lead Asia Pacific in digital marketing but investment and skill shortages could stall adoption of more advanced implementation

Paul Rob­son, Man­ag­ing Direc­tor, Adobe Aus­tralia & New Zealand – LinkedIn

131119 Paul Robson

Today Adobe released some new research in part­ner­ship with the CMO Coun­cil and it shows Aus­tralia con­tin­ues to lead the Asia Pacif­ic region in the adop­tion of dig­i­tal mar­ket­ing. With fur­ther invest­ment and skills devel­op­ment, Aus­tralia is poised to become a region­al cen­tre of exper­tise for dig­i­tal mar­ket­ing in Asia Pacif­ic.

The sec­ond annu­al APAC Dig­i­tal Mar­ket­ing Per­for­mance Dash­board Report bench­marked the lev­els of adop­tion, trac­tion and suc­cess of dig­i­tal mar­ket­ing in Aus­tralia, Chi­na, Korea, Sin­ga­pore, Hong Kong and India. 276 senior mar­keters with­in the Asia Pacif­ic region from a range of indus­tries took part.

This year, Aus­tralian mar­keters report­ed stronger sup­port for dig­i­tal mar­ket­ing from com­pa­ny lead­er­ship com­pared with oth­er coun­tries across the region. Cus­tomer pref­er­ence, cost effi­cien­cies and return on invest­ment are cit­ed as the dri­ving forces behind the shift to dig­i­tal, and this year’s study high­lights con­tent strat­e­gy and web con­tent devel­op­ment as over­whelm­ing pri­or­i­ties on mar­keters’ agen­das. How­ev­er, indus­try skill short­ages and lack of invest­ment are not­ed as imped­i­ments to max­i­miz­ing the poten­tial adop­tion of more sophis­ti­cat­ed dig­i­tal mar­ket­ing strate­gies and tech­niques.

Key find­ings from the study for Aus­tralia include:

  • Sup­port for dig­i­tal mar­ket­ing from com­pa­ny lead­er­ship is high­est in Aus­tralia with 62% of mar­keters report­ing they have a strong dig­i­tal mar­ket­ing cham­pi­on on their lead­er­ship team. This com­pares with 38% across the region and sug­gests Aus­tralian busi­ness lead­ers are ahead of the curve in under­stand­ing digital’s impact on busi­ness.
  • Mea­sure­ment capa­bil­i­ties, cost effi­cien­cy and the abil­i­ty to prove a return on invest­ment have emerged as major dri­vers of dig­i­tal mar­ket­ing in Aus­tralia accord­ing to 69% of mar­keters.
  • Aus­tralian invest­ment in dig­i­tal mar­ket­ing increased in 2013 and our mar­keters con­tin­ue to invest more than any oth­er coun­try in the region. An aggre­gate of 49% of Aus­tralian com­pa­nies par­tic­i­pat­ing in the sur­vey spend 25% of their total mar­ket­ing bud­gets or high­er on dig­i­tal mar­ket­ing, com­pared with 41% in 2012. This com­pares with 42% in India, 31% in Sin­ga­pore and 3% in South Korea in 2013. The aver­age glob­al spend on dig­i­tal mar­ket­ing is between 25 – 35% of total mar­ket­ing bud­gets.
  • Aus­tralian mar­keters have new pri­or­i­ties this finan­cial year with 77% nom­i­nat­ing dig­i­tal mar­ket­ing con­tent strat­e­gy as top of their list, rank­ing as a top pri­or­i­ty for the first time. Sec­ondary pri­or­i­ties include social media opti­miza­tion, which was first last year; and increas­ing and improv­ing search and online dis­play (each ranked at 42%).

This year’s research shows more senior busi­ness lead­ers are get­ting behind the adop­tion of dig­i­tal mar­ket­ing and that is dri­ving growth in Aus­tralia. The research shows senior lead­ers are bas­ing their sup­port not only on cus­tomer pref­er­ence for dig­i­tal but also on the promise of greater pro­duc­tiv­i­ty, vis­i­bil­i­ty and account­abil­i­ty for invest­ment. They are now see­ing proof of the promise for dig­i­tal mar­ket­ing to bring val­ue and account­abil­i­ty to a major invest­ment area.

How­ev­er, while invest­ment lev­els are high­est in Aus­tralia, mar­keters are also report­ing insuf­fi­cient invest­ment and a lack of skills are pre­vent­ing them from broad­en­ing their dig­i­tal mar­ket­ing strate­gies beyond some of the more stan­dard met­rics such as web­site per­for­mance (87%) and click through rates (77%).

These are excel­lent mea­sure­ments but impor­tant per­for­mance indi­ca­tors such as churn rate and cus­tomer life­time val­ue are too low in pri­or­i­ty at 13% each. With fur­ther invest­ment and bet­ter skills, mar­keters could be lever­ag­ing much more from the data they have to dri­ve busi­ness results and demon­strate ROI.

In spite of this, with so many of the fun­da­men­tals in place, Aus­tralia has the poten­tial to estab­lish itself as a region­al cen­tre of dig­i­tal mar­ket­ing exper­tise if these issues can be addressed.

We’re con­tin­u­ing to launch coun­try-spe­cif­ic find­ings across the region this week. Keep vis­it­ing Dig­i­tal Dia­logue to read in-depth find­ings from Korea, Sin­ga­pore, Chi­na & India.

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