Adobe Research: Aussie Marketers Lead APAC In Digital Marketing

Sydney, Australia-March 17th 2013: Pedestrians crossing the bridge at Darling Harbour. The harbour is named after Ralph Daring who was Governor of NSW from 1825 to 1831.
SHARE
THIS



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

The third annual APAC Digital Marketing Performance Dashboard was conducted by the CMO Council in partnership with Adobe. It included a six-month in-field program comprising quantitative surveys with over 800 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.

The 2014 Digital Dashboard shows there are several factors allowing Australian marketers to pull away from their counterparts in Asia Pacific, including stronger support from company leadership and having a strong digital champion in the leadership team. For the first time, the Dashboard also reveals that stakeholder support for digital investment has increased significantly. However, despite Australia’s digital leadership in Asia Pacific skill shortages remain prevalent and marketers are still focused on more basic performance indicators.

Adobe’s MD for Australia and New Zealand Chris Skelton said strong support from senior leadership shows Australian businesses understand the importance of digital in their organisation’s transformation.

“We know that customers can touch any part of an organisation and having a single view of that activity data is crucial. CMO’s are in a strong position to drive digital transformation because they’re at the nerve centre of customer insights,” said Skelton.

“The 2014 Digital Dashboard reveals 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,” he added.

“While Australia is surging ahead of other countries in Asia Pacific, skill shortages and the ability of marketers to leverage more complex measures are stalling growth. With better skills, marketers could be taking advantage of more data to drive business results and demonstrate ROI,” said Skelton.

“Looking forward, organisations will need to accelerate their investment in skills development to close the skills gaps faster and leverage the benefits of digital. A bolder approach is also needed to applying metrics and driving a more compelling case for increased investment,” he added.

“There is no doubt that undergoing digital transformation is a complex and challenging process. Adobe has been on our own journey of transformation and we understand the pain-points marketer’s face as they adjust to a new digital world,” Skelton said.

Key findings from the 2014 Digital Dashboard include:

  • In Australia, 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%.
  • Stakeholder support for digital is increasing; channel partners and sales teams have emerged as digital advocates across Asia Pacific with support for increased digital spend more than doubling between 2012 (15%) and 2014 (34%).
  • 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

Please login with linkedin to comment

Latest News

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]