It's reported in The Australian that Australia is the highest when it comes to using data to impact a campaign life cycle.
Australia’s marketers are pulling away from other Asia Pacific markets, including Singapore and India, when it comes to the practice of digital marketing, positioning it as a key global marketing centre of excellence.
Australia out-ranked other regional markets on measures such as marketing skill levels, organisational alignment around digital marketing, readiness and attitude towards digital adoption, according to a survey from marketing think-tank the CMO Council, and digital marketing services provider Adobe.
In Australia, 52 per cent of organisations surveyed said chief marketing executives were in charge of their company’s digital marketing strategy, well ahead of the regional average of 39 per cent.
“The world has incorrectly made assumptions about the Australian market,” CMO Council vice-president of marketing Liz Miller said.
“The skill level, mindset, expertise and sophistication (of the Australian marketing industry) are far more aligned with the US and Europe,” Ms Miller said.
She said while 90 per cent of marketers in the US believed the “omnichannel” digital customer was critical to moving forward, that figure was also very high in Australia, at 85 per cent.
“I think the region is looking for a centre point where (companies) can learn that is sensitive to the cultural regions,” Ms Miller said.
For the full read by online media editor, Lara Sinclair, click here.
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]