|By Marketwired .||
|November 20, 2012 08:30 AM EST||
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: http://cmocouncil.org/r/apac-digital-marketing-performance
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), LoyaltyLeaders.org, 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 www.cmocouncil.org.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com. Keep up to date with news and views from APAC digital marketers on the Adobe Digital Dialogue blog at blogs.adobe.com/digitaldialogue/. 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
Communications and Marketing Program Manager
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 23, 2014 12:00 PM EST Reads: 1,537
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Nov. 23, 2014 07:45 AM EST Reads: 1,399
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from hardware to software, or as we like to say, it’s an Internet of many different things. The difference ...
Nov. 22, 2014 10:00 PM EST Reads: 1,213
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
Nov. 22, 2014 05:30 PM EST Reads: 1,206
ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...
Nov. 22, 2014 05:30 PM EST Reads: 1,415
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
Nov. 22, 2014 05:30 PM EST Reads: 1,370
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
Nov. 21, 2014 09:15 PM EST Reads: 1,303
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the real benefits to focus on, how to understand the requirements of a successful solution, the flow of ...
Nov. 21, 2014 08:00 PM EST Reads: 1,382
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
Nov. 21, 2014 08:00 PM EST Reads: 1,324
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 21, 2014 07:00 PM EST Reads: 1,245
Focused on this fast-growing market’s needs, Vitesse Semiconductor Corporation (Nasdaq: VTSS), a leading provider of IC solutions to advance "Ethernet Everywhere" in Carrier, Enterprise and Internet of Things (IoT) networks, introduced its IStaX™ software (VSC6815SDK), a robust protocol stack to simplify deployment and management of Industrial-IoT network applications such as Industrial Ethernet switching, surveillance, video distribution, LCD signage, intelligent sensors, and metering equipment. Leveraging technologies proven in the Carrier and Enterprise markets, IStaX is designed to work ac...
Nov. 20, 2014 09:15 PM EST Reads: 1,340
C-Labs LLC, a leading provider of remote and mobile access for the Internet of Things (IoT), announced the appointment of John Traynor to the position of chief operating officer. Previously a strategic advisor to the firm, Mr. Traynor will now oversee sales, marketing, finance, and operations. Mr. Traynor is based out of the C-Labs office in Redmond, Washington. He reports to Chris Muench, Chief Executive Officer. Mr. Traynor brings valuable business leadership and technology industry expertise to C-Labs. With over 30 years' experience in the high-tech sector, John Traynor has held numerous...
Nov. 20, 2014 06:00 PM EST Reads: 1,290
Bit6 today issued a challenge to the technology community implementing Web Real Time Communication (WebRTC). To leap beyond WebRTC’s significant limitations and fully leverage its underlying value to accelerate innovation, application developers need to consider the entire communications ecosystem.
Nov. 20, 2014 04:45 PM EST Reads: 1,076
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades.
Nov. 20, 2014 01:00 PM EST Reads: 1,538
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
Nov. 20, 2014 12:30 PM EST Reads: 1,767
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Nov. 18, 2014 09:00 PM EST Reads: 2,000
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Nov. 18, 2014 08:15 PM EST Reads: 1,579
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Nov. 18, 2014 08:15 PM EST Reads: 1,526
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Nov. 18, 2014 01:30 PM EST Reads: 1,993
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world. The next @ThingsExpo will take place November 4-6, 2014, at the Santa Clara Convention Center, in Santa Clara, California. Since its launch in 2008, Cloud Expo TV commercials have been aired and CNBC, Fox News Network, and Bloomberg TV. Please enjoy our 2014 commercial.
Nov. 13, 2014 05:00 AM EST Reads: 3,536