Australian marketers lead Asia-Pacific digital economy adoption

CMO Council and Adobe report shows Australian marketers are pioneers when it comes to digital marketing

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.

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

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australiaโ€™s cricketers captured the nationโ€™s attention during their recent run to the semi-final of the ICC Menโ€™s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚๐Ÿ˜‚

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in