Digital Marketing Not the First Priority for Asia-Pacific Marketers

Digital Marketing Not the First Priority for Asia-Pacific MarketersWhile 40 percent of the global marketing companies are pushing for internal digital marketing, an Adobe Digital Index Survey found that only 15 percent of marketers across the Asia-Pacific region are looking to implement a digital marketing campaign. The survey indicates that, if the gap between the Asia-Pacific region and the rest of world’s approach to digital marketing doesn’t close soon, the region could fall behind.

The Adobe survey questioned 295 senior marketing professionals from the Asia-Pacific region to discover why this region is implementing digital marketing incrementally or not at all. While 90 percent of Asia-Pacific respondents claimed there is a competitive advantage associated with digital marketing strategies, 43 percent of respondents stated that developing effective connected and comprehensive strategy of analysis and incorporation remains a challenge.

According to Liz Miller, vice president of global programs and operations at the Chief Marketing Officer Council, part of the reason marketers in the Asia-Pacific region are struggling to obtain an effective strategy is their reliance on data for measuring the performance index when they should be focusing on the data as a competitive tool to drive campaigns. Miller stated that marketers should be “…using the data to understand customer insights and behavior, and optimize their experience with the brand.”

Miller also claimed that, as more consumers become tech-savvy mobile users, it will be crucial for marketers to move faster in adapting to digital marketing strategies. As the face of digital marketing continues to evolve, Miller believes digital marketers will be forced to adopt a more strategic and business-driven approach.

Photo courtesy of Asia-Pacific Digital Marketing Performance Dashboard by Adobe and CMO Council

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