Welcome!

Adobe Flex Authors: Matthew Lobas, PR.com 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: 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
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
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
Michael Maximilien, better known as max or Dr. Max, is a computer scientist with IBM. At IBM Research Triangle Park, he was a principal engineer for the worldwide industry point-of-sale standard: JavaPOS. At IBM Research, some highlights include pioneering research on semantic Web services, mashups, and cloud computing, and platform-as-a-service. He joined the IBM Cloud Labs in 2014 and works closely with Pivotal Inc., to help make the Cloud Found the best PaaS.
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
The Founder of NostaLab and a member of the Google Health Advisory Board, John is a unique combination of strategic thinker, marketer and entrepreneur. His career was built on the "science of advertising" combining strategy, creativity and marketing for industry-leading results. Combined with his ability to communicate complicated scientific concepts in a way that consumers and scientists alike can appreciate, John is a sought-after speaker for conferences on the forefront of healthcare science,...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
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 @ThingsExpo, James Kirkland, Red Hat's Chief Archi...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settl...
Organizations planning enterprise data center consolidation and modernization projects are faced with a challenging, costly reality. Requirements to deploy modern, cloud-native applications simultaneously with traditional client/server applications are almost impossible to achieve with hardware-centric enterprise infrastructure. Compute and network infrastructure are fast moving down a software-defined path, but storage has been a laggard. Until now.
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
DXWorldEXPO LLC announced today that the upcoming DXWorldEXPO | CloudEXPO New York event will feature 10 companies from Poland to participate at the "Poland Digital Transformation Pavilion" on November 12-13, 2018.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
The best way to leverage your CloudEXPO | DXWorldEXPO presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering CloudEXPO | DXWorldEXPO will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at CloudEXPO. Product announcements during our show provide your company with the most reach through our targeted audienc...
JETRO showcased Japan Digital Transformation Pavilion at SYS-CON's 21st International Cloud Expo® at the Santa Clara Convention Center in Santa Clara, CA. The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get...
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...