APAC marketers flag mobile first as key differentiator: Adobe report

But a greater percentage of marketers in North America say technology is critical for delivering customer experience

Marketers in the Asia Pacific value the smartphone more highly than marketers in other areas of the world, according to research released by Adobe.

Digital Trends 2015, an econsultancy, surveyed more than 6000 marketers worldwide, with 14 per cent from Asia Pacific. About 10 per cent of marketers in the Asia Pacific said becoming a mobile-first company will be the primary way that they will differentiate their organisation from competitors, compared to 5 per cent in North America and 7 per cent in Europe.

A majority of marketers in all three regions chose customer service and customer experience as the primary way to differentiate from rivals.

“The smartphone dominates as the device of choice among the majority of APAC consumers, and is used to research, communicate and make purchases, so it makes perfect sense that more marketers here than anywhere else in the world are prioritising development of a mobile-first business,” said Adobe APAC president, Paul Robson.

Also read: Australians buying more with their phones, new report finds
4 digital marketing trends to watch from GroupM's Rob Norman

However, marketers in the Asia Pacific appeared to value technology less than those in North America as a critical element in delivering customer experience.

In APAC, 43 per cent said they ranked technology and tools as being among the three most critical elements in the delivery of customer service, compared to 55 per cent of marketers in North America.

Of the North American respondents who gave a top-three ranking to technology and tools, 15 per cent said this was the most important delivery factor. Of the APAC respondents, only 7 per cent said it was the most important.

Instead, APAC marketers identified strategy, culture and development of digital marketing skills as the most important elements for customer experience.

Asked where their organisation places the highest emphasis in improving customer experience, most of the APAC marketers (38 per cent) chose making the experience highly personalised and relevant. Slightly less but still a majority of European marketers (32 per cent) chose the same category.

In North America, the majority of marketers (35 per cent) chose making the experience as valuable as possible. This ranked second in the other markets – 23 per cent in APAC and 29 per cent in Europe.

“Customer experience is forcing organisations to create a more integrated approach, with marketing no longer simply carried out by the marketing department but at every customer touch point, which is dramatically changing how the brand experience is delivered,” said Robson.

“This research shows that we’re seeing a high level of marketing sophistication in digitally-aware Asian businesses, whose marketing leaders are transforming their organisations to ensure brand is central at every moment of customer experience.”

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in