Australia leads the Asia-Pacific region when it comes to digital marketing, a joint CMO Council/Abobe report suggests, but it still has plenty of room to grow.
Of the aggregate of 41% of Australian surveyed marketers, 25% said they spent their entire marketing budget on digital solutions, listing customer preference as the main incentive.
This compared to 24% in China and Singapore and 20% in India and Korea.
But Adobe’s Senior Director of APAC Marketing Mark Phibbs said Australia’s investment figure is still relatively low.
“The results we’re seeing from Australia are reasonable, particularly compared to other countries in the Asia-Pacific region, but it shouldn’t stand on its laurels,” Phibbs said.
“I still think that’s very low and businesses should be striving to left that investment to better engage with their consumers.”
Speaking to B&T, Phibbs and CMO Council Vice President, Global Programs and Operations, Liz Miller said marketers must start to adapt they way they use data to suit the changing desires of consumers.
“One of the most important trends we’ll start seeing is people leveraging market data to open up new revenue streams,” Miller said.
Phibbs said Adobe is now traversing digital marketing solutions territory and beginning to be seen as a leader in the area.
“Adobe has traditionally been seen as the ‘Photoshop’ company, but in the last few years we’ve built a name for ourselves in the digital marketing world and we’re certainly gaining momentum,” he said.
The recent acquisition of Fairfax’s digital marketing business was one example of this recognition.