Australia leading the region for digital communications
Australian companies are outstripping their competitors in the Asia-Pacific region when it comes to digital marketing, according to a recent study from Adobe and the CMO Council. The study tracked the perceptions of chief marketing officers across countries like Australia, China, Singapore and India when it comes to digital communication avenues. Within the countries surveyed, two groups…
Australian companies are outstripping their competitors in the Asia-Pacific region when it comes to digital marketing, according to a recent study from Adobe and the CMO Council.
The study tracked the perceptions of chief marketing officers across countries like Australia, China, Singapore and India when it comes to digital communication avenues.
Within the countries surveyed, two groups emerged – those that are quickly embracing digital marketing, like Australia, and those that are slower to catch on to this trend, with countries like China and South Korea falling into this category.
In fact, Australia had the largest proportion of companies with a dedicated digital position within their organisation, reaching 26 per cent of respondents. Hong Kong, the lowest country on this measure, only reached 7 per cent.
Australian marketers also reported that they have come to rely on data and analytics when engaging with the public. Roughly 91 per cent of Australian companies in the survey reported that they are using analytical tools to monitor their campaigns, compared to only 79 per cent in Singapore, the second-highest market.
With Australian companies developing such a strong position integrating digital technology into corporate affairs, these trends are likely to continue well into the future.
Hisamichi Kinomoto, vice president of marketing at Adobe Japan and Asia-Pacific, pointed to the considerable difference that was emerging between economies.
“The 2014 dashboard uncovers the varying degrees of digital marketing maturity across the region and highlights the need for marketers to continue to demonstrate value and ROI,” said Mr Kinomoto.
“Organisations need to accelerate their investment in employees’ professional development to close skills gaps faster and leverage the benefits of digital. In addition, a bolder approach is needed to applying metrics and driving a more compelling case for increased investment.”
As more organisations move into digital communications, these trends are only going to accelerate, making it more important that companies move into new avenues for their corporate affairs.
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