Australian marketers lead Asia-Pacific as early adopters of digital economy

Study by Adobe and CMO Council shows region pioneers the digital marketing cause

A recent study by Chief Marketing Officer (CMO) Council and Adobe Systems has confirmed Australia as an early embracer of the digital economy and digital marketing across the Asia-Pacific region.

The Digital Marketing Performance Dashboard 2012 study surveyed 295 senior marketers from a range of industries within the Asia-Pacific region.

It showed Australia invests more in digital marketing than any other country surveyed across Asia-Pacific -- an aggregate of 41 per cent of Australian marketers who participated in the study spend 25 per cent of their total marketing budgets or higher on digital marketing investments, compared with their counterparts in Hong Kong (28 per cent), China (24 per cent), Singapore (24 per cent), India (20 per cent) and Korea (20 per cent).

Adobe Asia-Pacific senior director for marketing, Mark Phibbs, said Australia is leading the region by making higher investments in digital marketing.

"Optimism is high right across the region about the business benefits of digital marketing with 93 per cent of marketers surveyed believing digital marketing could create competitive advantage for their company, while 52 per cent felt digital marketing was crucial in helping create a customer-centric, responsive organisation," he said.

The study also found 84.5 per cent of Australian marketers are using digital marketing analytics and reporting. Phibbs claimed many countries are optimistic about expected investment levels in 2013 and that spending is likely to double in the year ahead.

However, he added that the research highlighted a digital divide amongst some countries across the region.

"We can expect to see countries with the budget and skills to invest in establishing sophisticated technology platforms surge ahead of countries that are struggling to set up similar infrastructure," he said.

Other findings from the study include:

  • 67 per cent of Australian marketers surveyed cited customer preference as their reason for investing in digital marketing.
  • The highest level of digital marketing funding is being directed towards website content development and performance optimisation (83 per cent), search engine optimisation (66 per cent), and email marketing (54 per cent).
  • 50 per cent of Australian marketers ranked social media optimisation as a priority this financial year, followed by increasing and improving paid search and online display advertising (43 per cent).
  • Australian marketers are most likely to engage multiple digital agencies (65 per cent) as they do not feel that one agency can deliver across all digital channels.

Follow CMO World on Twitter: @CMOAustralia.

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in