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.
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