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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in