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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in