Mobile The Fastest Growing And Most Important Marketing Channel: Research

Mobile is the fastest growing and most important channel for digital marketers and Asia Pacific marketers are leading the charge.

The Adobe Digital Index Best of the Best Benchmark 2015 compares the overall average versus the top 20 per cent websites as rated on six key performance indicators across eight regions and is a must read for all marketers.

The Benchmark confirms that marketers in APAC are increasingly focused on mobile as a highly effective form of customer interaction and engagement.

“The best digital marketers in Asia Pacific are delivering strong results in some key performance areas,” said Tamara Gaffney, director at Adobe Digital Index.

“Not only did we see the gaps increase for smartphone visits between the best of the best websites and the average websites, we congruently saw the best of the best are also moving away from the average in terms of stick rate, indicating the direct correlation between mobile capability and consumer engagement.”

The research is telling us that the best of the best are pulling away from the rest. This should serve as a wake-up call to organisations who have not yet begun their digital transformation. We are no longer approaching or entering the era of digital, we’re in the middle of it.

It’s not possible to transform your business without a significant transformation of marketing operations, with customers at the centre.

Start leveraging the data you are collecting: Marketing will always be about creativity, but today, it’s also about maths, data and analytics. Best practice leaders in Asia are integrating tools that help streamline operations, and they’re rolling out new strategies that leverage online and offline data to create smarter experiences.
Boost skills and team performance: The talent gap consistently manifests as a major obstacle to digital advancement. Investing in skills development will ensure your team can better leverage the data they are collecting and drive business transformation.
Allocate budgets around a customer-centric business case: Digital budgets are slowly increasing in Asia Pacific, which is a good start. We know that marketers who leverage metrics tied to the bottom line, profitability and growth, are having greater success persuading internal stakeholders to increase their investment in digital.

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

This has been republished with permission from Which-50.

Advertise with us

Please login with linkedin to comment

Project Clever Buoy Susan Smith Ellis