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

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in