Adobe: Digital marketing challenges and hopes coexist

Recently, http://www.aliyun.com/zixun/aggregation/9084.html ">adobe Systems Company and its partners," the Chief Marketing Officer Council (CMO Council) released a new study, Research shows that because of the increase in customer demand for digital marketing, enterprises in the Asia-Pacific region have confidence in the effectiveness of digital sales, and regional senior management generally support the transition to digital marketing, hoping to play more marketing functions through digital marketing.

However, marketing staff in the Asia-Pacific region also face other issues such as low budget and skills shortages, which affect the effective implementation of digital marketing and the assessment of investment reporting rates.

To address these issues, the Asia-Pacific Digital Marketing performance report released its findings. The degree of acceptance, attractiveness and success of digital marketing in Australia, mainland China, Korea, Singapore, Hong Kong, China and India were measured, with 295 senior marketers from different industries in the region.

"There is a lot of interest in digital marketing and expectations are high, but investment levels in the Asia-Pacific region remain low," said Mark Phibbs, senior marketing director at

Adobe Asia-Pacific. Most marketers in the Asia-Pacific region spend less than 25% of their total budget on digital marketing. However, in the coming fiscal year, there will be multiple Asia-Pacific marketers looking to put more than half their budget into digital marketing. Their input into digital marketing is actually visible. ”

According to research, the basic status of digital marketing in the Asia-Pacific region is as follows:

High expectations

More than 90% of marketers believe that digital marketing can create a competitive advantage for companies, and nearly 63% say customer preferences drive the transition to digital marketing campaigns, acknowledging their customer expectations and preferring digital marketing interventions. However, only 6% per cent of respondents said their digital marketing operations were "highly involved".

Low investment but expected to rise

Low budget is the biggest obstacle to the transformation of traditional marketing to digital marketing. Across the region, 72% of respondents spend less than 25% of their total marketing budgets on digital marketing programs, and 37% say they spend less than 10%. Despite the current low cost, Asia-Pacific marketers are looking to increase investment in the next fiscal year. 47% of respondents said they would raise their budget allocations for digital marketing to the 10%-24%,22% of the total marketing budget, saying they would raise their spending to 25% to 49%.

Skills shortages

Nearly 49% of respondents said their current marketing team lacked the skills, experience or talent they needed. 38% said they did not have enough budget to bring in high-level talent. Skills shortages have become an important issue in the Asia-Pacific region.

Extensive application of analytical and reporting techniques and investment return assessment challenges

Due to lack of systems and skills, the marketing staff in the Asia-Pacific region are unable to obtain the required data and analysis. 72% of respondents are using analysis and reporting techniques. However, only 3% of those who actively evaluate digital marketing programs say they are good at assessing values and rewards.

Mr Phibbs says the study is critical to understanding how marketers in the Asia-Pacific region are leading companies toward digital futures. "This is important not only to contact and attract the domestic market. As companies in the Asia-Pacific region participate in global competition, digital marketing is also the key to identifying and developing new markets, contacting new customers, building brands and grasping international business opportunities. ”