Click here to close now.


Adobe Flex Authors: Matthew Lobas, Newswire, Shelly Palmer, Kevin Benedict

News Feed Item

Budget Restrictions and Talent Shortage Fail to Dampen Confidence in Digital Marketing as Transformation Continues Across Asia-Pacific

New Study From CMO Council and Adobe Shows High Hopes and Increasing Management Support for Investment as Marketers Commit to Digital Marketing to Engage Consumers More Effectively

PALO ALTO, CA and SINGAPORE -- (Marketwire) -- 11/20/12 -- Digital marketing transformation across Asia is advancing thanks to high levels of optimism in digital marketing's ability to attract and engage a highly mobile and digitally connected consumer, according to findings of a new study from the Chief Marketing Officer (CMO) Council. Regional and global leaders largely support the move to digital, but the reality of limited budgets, a lack of talent across both in-house and agency teams, and a desire to move slowly in "pilot-mode" versus full deployments may slow the march forward as Asia looks to catch up with global digital marketing practices.

The study, dubbed the "APAC Digital Marketing Performance Dashboard," revealed more than 90 percent of marketers believe digital marketing could create competitive advantage for their company, and 52 percent feel that digital marketing is crucial in helping create a more customer-centric organization. Management's view on digital also bolstered confidence, as 38 percent of marketing leaders said they had at least one strong digital marketing champion on the APAC leadership team of their organization, and a further 60 percent said the promise of greater accountability from the marketing function was driving the leadership's interest in digital marketing strategy and programs.

Despite management support, strategy and capabilities are falling short as only 6 percent of respondents said they rated their own digital marketing operations as "highly evolved." Low budgets are also slowing the advancement of digital, with 53 percent of respondents citing budget limitations as a significant factor preventing them from undertaking critical activities such as testing and analysis.

But marketers are hopeful for the future and expect to increase investment in the fiscal year ahead. In fact, 47 percent of respondents said they would increase allocation to digital marketing to between 10-24 percent of total marketing budgets, and 22 percent said they would increase spend to 25-49 percent.

"Interest and optimism in digital marketing are high, but investment levels across Asia-Pacific are still low," noted Mark Phibbs, Senior Director of Marketing for Adobe APAC. Seventy-two percent of APAC marketers spend less than 25 percent of their total budget on digital, and 37 percent allocate less than 10 percent. However, the percentage of marketers expecting to allocate more than 50 percent of their budget is set to almost double in the fiscal year ahead. The commitment to digital is clearly happening."

As their global marketing peers are looking to digital marketing channels to deliver insights and intelligence to help power everything from customer engagements to products, APAC marketers have a more tactically focused data agenda. Only 7 percent of marketers see data as a key competitive differentiator, instead looking to data to measure KPIs (key performance indicators) and campaign results. Only 15 percent of respondents leverage data continuously throughout a campaign's lifecycle, and only 19 percent diagnose results and enhance audience segmentation with data collected through digital campaigns.

Significant gaps appeared across the region between countries using digital marketing analytics and reporting technologies. Seventy-two percent of all respondents are using analytics and reporting technologies, with Australia and Korea recording the highest levels at 84 percent. However, at the other end of the spectrum, 62 percent of respondents in China, 35 percent of respondents in India and 31 percent of respondents in Hong Kong said they were not using any such technologies.

"As marketing pushes forward to a more measured and customer data-driven future, marketers in Asia-Pacific must evolve their thinking to see data as more than a reporting tool and begin to leverage enhanced analytics and intelligence to improve digital performance, enhance targeting and segmentation, and better direct relevant content and experiences," said Liz Miller, the CMO Council's Vice President of Global Programs and Operations. "It is clear that marketers across the region are ready to run into a digital future, but as the hyper-connected digital consumer continues to evolve, marketers must invest in the people, processes and platforms that will better predict and prepare them for these engagement opportunities."

Nearly half of respondents believe their current marketing teams do not have the right skills, experience or talent needed to take on an advanced digital strategy. While many are limited in their talent acquisition by a lack of budget to bring on the right level of skills, it is also clear that the right talent is hard to find in the region. One in four respondents say they are unable to find the right staff with the right skills, while 32 percent say that their agency capabilities are also lacking, limiting their ability to execute effectively.

The study highlights the varying levels of readiness, mindset and adoption of technologies and channels across the region. "While Asia-Pacific marketers are eager to advance, they lag behind more developed markets like North America and Europe in adoption and advancement of data-driven digital decisions," Miller noted.

Phibbs continued that research was significant in understanding how Asia-Pacific's marketers are leading their organizations into the digital future. "It's not only important in terms of reaching and engaging domestic markets; Asia-Pacific companies are competing globally, and digital marketing is a critical factor in identifying and qualifying new markets, reaching new customers, building the brand and maintaining strong business opportunities internationally."

The study includes a comprehensive dashboard that benchmarks the key drivers and influencers of digital marketing advancement: market mindset, organizational alignment, marketing readiness and marketing skills. Also featured in the 85 report are in-depth findings from quantitative and qualitative surveys conducted across key Asia-Pacific markets. The inaugural study benchmarked the levels of adoption, traction and success of digital marketing in Australia, China, Korea, Singapore, Hong Kong and India, and 295 senior marketers from a range of industries took part. The report, along with a complimentary executive summary, is available for download at:

About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership, and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 6,000 members control more than $300 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 20,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India, and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE),, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center, and the Forum to Advance the Mobile Experience (FAME). More information about the CMO Council is available at

About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit Keep up to date with news and views from APAC digital marketers on the Adobe Digital Dialogue blog at Join APAC marketers on the Digital Dialogue Asia-Pacific LinkedIn group. Follow Adobe Digital Marketing Suite news and updates via @AdobemktgCloud.

CMO Council Media Contact
Crystal Berry
Communications and Marketing Program Manager
Email Contact

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context w...
SYS-CON Events announced today that Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, will keynote at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Developing software for the Internet of Things (IoT) comes with its own set of challenges. Security, privacy, and unified standards are a few key issues. In addition, each IoT product is comprised of at least three separate application components: the software embedded in the device, the backend big-data service, and the mobile application for the end user's controls. Each component is developed by a different team, using different technologies and practices, and deployed to a different stack/target - this makes the integration of these separate pipelines and the coordination of software upd...
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new data-driven world, marketplaces reign supreme while interoperability, APIs and applications deliver un...
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll share tips on how to speed up business initiatives, harness Big Data and remain one step ahead by apply...
Nowadays, a large number of sensors and devices are connected to the network. Leading-edge IoT technologies integrate various types of sensor data to create a new value for several business decision scenarios. The transparent cloud is a model of a new IoT emergence service platform. Many service providers store and access various types of sensor data in order to create and find out new business values by integrating such data.
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing these ideas and some early experiments performed in the Kurento open source software community in areas ...
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of, and Fred Yatzeck, principal architect leading product development at, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.