The CMO Council which represents chief marketing offers all around the globe, in conjunction with Adobe Systems have completed a major study across the Asia region. Titled ‘APAC Digital Marketing Performance Dashboard’, the study is the result of 23 one-on-one interviews across a number of industries as well 295 online responses from senior marketers.
It seems the CMOs in this region are putting a lot of faith in the benefits digital marketing can bring to their business. 92% replied positively. However only 6% felt they were prepared for it. This seems to stem from the lack of people within the company with the necessary skills and experience.
The good news for the CMOs was that in general the management supported their efforts in the digital areas.
Not so good news for the advertising agencies was few CMOs felt there partners were strong in all areas. This might account for the fact that 72% of the respondents were using more than one agency.
Liz Miller, Vice President, Global Programmes and Operations for CMO Council came to Singapore to present the findings. She said, “The majority of Asia Pacific’s marketers are in exploring and testing mode, taking their first steps forward. But they’re keen to start running, with the clear goal of meeting the digital expectations of their consumers, and also to catch up to the digital directions of their global counterparts.”
Adobe’s Senior Director of Marketing, APAC, Mark Phibbs said that while interest and optimism in digital marketing was high, the level of investment in the region was low. “The majority of APAC marketers spend less than 25% of their total budget on digital. However, the number of APAC‘s marketers who expect to allocate over half their budget to digital marketing is set to double in the fiscal year ahead. The commitment to digital is clearly happening,” said Phibbs. Adobe is moving beyond its origins in software for production and becoming a more diverse digital player.