|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
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, wil...
Dec. 1, 2015 05:00 AM EST Reads: 619
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNub’s Data Stream Network.
Dec. 1, 2015 05:00 AM EST Reads: 357
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user experience, both offline and online. The focus of this talk was on IBM Cloudant, Apache CouchDB, and ...
Dec. 1, 2015 04:45 AM EST Reads: 455
I recently attended and was a speaker at the 4th International Internet of @ThingsExpo at the Santa Clara Convention Center. I also had the opportunity to attend this event last year and I wrote a blog from that show talking about how the “Enterprise Impact of IoT” was a key theme of last year’s show. I was curious to see if the same theme would still resonate 365 days later and what, if any, changes I would see in the content presented.
Dec. 1, 2015 03:00 AM EST Reads: 468
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical to maintaining positive ROI. Raxak Protect is an automated security compliance SaaS platform and ma...
Dec. 1, 2015 03:00 AM EST Reads: 469
Most of the IoT Gateway scenarios involve collecting data from machines/processing and pushing data upstream to cloud for further analytics. The gateway hardware varies from Raspberry Pi to Industrial PCs. The document states the process of allowing deploying polyglot data pipelining software with the clear notion of supporting immutability. In his session at @ThingsExpo, Shashank Jain, a development architect for SAP Labs, discussed the objective, which is to automate the IoT deployment process from development to production scenarios using Docker containers.
Dec. 1, 2015 01:15 AM EST Reads: 124
Countless business models have spawned from the IaaS industry – resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his general session at 17th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, an IBM Company, broke down what we have to work with, discussed the benefits and pitfalls and how we can best use them to design hosted applications.
Nov. 30, 2015 03:45 PM EST Reads: 111
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Nov. 30, 2015 03:15 PM EST Reads: 250
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....
Nov. 30, 2015 03:00 PM EST Reads: 495
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
Nov. 30, 2015 02:00 PM EST Reads: 373
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, demonstrated examples of com...
Nov. 30, 2015 01:45 PM EST Reads: 438
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningful and actionable insights. In his session at @ThingsExpo, Paul Turner, Chief Marketing Officer at...
Nov. 30, 2015 01:45 PM EST Reads: 440
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Nov. 30, 2015 01:00 PM EST Reads: 542
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
Nov. 30, 2015 12:45 PM EST Reads: 346
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Nov. 30, 2015 10:45 AM EST Reads: 466
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessions, I wanted to share some of my observations on emerging trends. As cyber security serves as a fou...
Nov. 30, 2015 10:30 AM EST Reads: 361
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now all corporate assets – people, objects, and spaces – can share information about themselves and thei...
Nov. 30, 2015 10:00 AM EST Reads: 303
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Yet a closer inspection at the data reveals less than half of these cloud projects involve production...
Nov. 30, 2015 09:00 AM EST Reads: 511
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true change and transformation possible.
Nov. 30, 2015 08:00 AM EST Reads: 573
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" in this scenario: microservice A (releases daily) depends on a couple of additions to backend B (re...
Nov. 30, 2015 07:00 AM EST Reads: 479