Top Performing Aussie and NZ Digital Marketers Pull Away From The Rest

Top Performing Aussie and NZ Digital Marketers Pull Away From The Rest
SHARE
THIS



New research from Adobe has found that marketers in Australia and New Zealand who deliver best practices are pulling further away from their competitors.

The research also confirms that digital excellence can be closely linked to revenue growth and other business success metrics.

The Adobe Digital Index Best of the Best Benchmark for Asia Pacific compares the overall average versus websites in the top 20% on six key performance indicators across six regions: Australia and New Zealand, Southeast Asia, India, South Korea, Hong Kong, China and the United States. Key performance indicators are smartphone and tablet traffic, stick rate*, visits-per-visitor, time spent and conversion rate.

The research reveals insights into how the best digital marketing organisations are performing relative to the average. The research has previously been released in North America and Europe, the Middle East and Africa, and is now available in Asia Pacific for the first time.

“We are seeing a major gap developing between being average and being in the top 20% of marketers across Australia and New Zealand,” said Tamara Gaffney, Principal Analyst, Adobe Digital Index. “For conversion rates alone, the ‘best of the best’ websites in industries that sell online deliver nearly double the average conversion rate. They are proving that making a commitment to digital excellence can result in a significant increase in revenue.”

Key findings in the Best of the Best Benchmark for Australia and New Zealand (ANZ) include:

  • Best websites optimised for smartphone visitors outperform average sites by 6.9%
  • Australia and New Zealand, and Southeast Asia, have seen the most overall growth in tablet share; the best of the best sites achieve about 5% more tablet visits than the average
  • Best websites are more engaging with high stick rates of 66% in comparison to average websites that stand at 46%
  • Loyal return visitors for websites are key and difference in return visits for the best of the best websites was 34.9% higher than average websites
  • Time spent on websites which is the best metric for site engagement for best of the best websites increased by 32.1% in 2013 compared to 2012 whilst it was a mere 1.2% increase for average websites

“There is no such thing as ‘offline’ any more. The data is telling us that delivering seamless experiences across devices and within social media is driving the best performance and leading to superior business performance,” Ms Gaffney said.

“Across Asia Pacific, those marketers delivering best in class are on par with top marketers around the world. For example, we can see that stick rate is higher across Asia Pacific than in the United States, the United Kingdom and Germany. This is a leading indicator of two important elements of website success – optimised marketing acquisition activities and homepage relevance and engagement.

“Finding out where your organisation falls within the tiers of the Benchmark will help identify strengths and weaknesses and can help marketers prioritise areas to focus on.”

To find out where your organization falls on within the Benchmark take Adobe’s Digital Marketing Maturity Assessment.

*Stick rate is the percentage of visits that last more than one page.

Please login with linkedin to comment

Clients Digital Synopsis

Latest News

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great
  • Marketing

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great

Insight and strategy consultancy The Leading Edge has conducted research into what makes a brand great. In partnership with its sister Enero group agencies Hotwire and Orchard, the report identifies five specific roads that take brands from good to great to greatness. The findings reveal that brands which encompass greatness have five distinct qualities: passionate vision, a sense […]

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
  • Campaigns

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation

Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic. A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental […]

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]