Australia a leader for digital marketing
A recent study from Adobe and the CMO Council has found that Australian companies are leading the region in their adoption of digital marketing technology. The survey of more than 800 marketing executives throughout the Asia-Pacific region found that Australia is unique because digital marketing efforts have a broad base of support. The study found that…
A recent study from Adobe and the CMO Council has found that Australian companies are leading the region in their adoption of digital marketing technology.
The survey of more than 800 marketing executives throughout the Asia-Pacific region found that Australia is unique because digital marketing efforts have a broad base of support. The study found that buy-in from senior management is much higher than average, while stakeholders like channel partners are also increasingly supportive of digital strategies.
For example, 52 per cent of organisations have assigned responsibility for a digital marketing strategy to a chief marketing officer, well ahead of the 39 per cent seen across the whole region.
What’s more, the growth in these new communications channels is largely being driven by a need to engage with individuals. In fact, this underlying motivation was cited by 82 per cent of Australian respondents, well ahead of the 58 per cent average recorded across the whole region.
While Australia has emerged as a regional leader, companies across Asia-Pacific are investing an increasing amount in their digital marketing strategies. Overall support for digital avenues has more than doubled between 2012 and 2014, rising from 15 per cent to 34 per cent.
There is one issue that many companies are struggling with though, and that is the attraction and retention of qualified individuals, according to Adobe’s Managing Director for Australia and New Zealand Chris Skelton.
“While Australia is surging ahead of other countries in Asia-Pacific, skill shortages and the ability of marketers to leverage more complex measures are stalling growth. With better skills, marketers could be taking advantage of more data to drive business results and demonstrate ROI,” said Mr Skelton.
“Looking forward, organisations will need to accelerate their investment in skills development to close the skills gaps faster and leverage the benefits of digital.”
With channels like digital video production also increasing across Australia, the need to create a comprehensive digital strategy to address these developments will become increasingly important for the country’s businesses.
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