Australian companies outstrip regional competitors in digital marketing

By Lucy Carroll | 29 October 2015

Australian marketers dominate their Asia-Pacific competitors in the world of digital communication, according to the latest research from Adobe and the CMO Council.

The study, which included surveys of more 800 marketing execs in countries including Australia, China and Singapore, revealed local companies are overtaking their regional neighbours when it comes to having dedicated digital positions within organisations, with half of all marketers rating their ability to measure the value and return of digital investment very highly.

Almost a quarter of Australian marketers are measuring data throughout the life of campaigns, a jump from only 11% in 2014, and about a quarter of those surveyed take a mobile-first approach when creating experiences and engagements.

But the report showed that many companies still have a fractured approach to digital, with the development of content still handled in an ad hoc way with no over-arching, organisation-wide strategy.

Paul Robson, president Adobe Asia Pacific, said: “These results tell us that there are waves of digital implementation across Australia with some organisations leaping ahead, while others are still in the early stages of trying to convince leaders of the value of digital to the business bottom line.

Ffifteen percent of marketers reported their leadership team believes that more traditional marketing activities are best.”

The research also showed that skill levels remain stagnant, with about 20% of marketers saying their skill set for digital analysis is a major priority, while only 22% have an experienced, dedicated headcount for data analysis - a drop from 26% in 2014.

VP of programs and operations at the CMO Council, Liz Miller, said the report reveals Australian marketers are entering the second wave of digital transformation.

“Australian marketers have moved beyond discussions about the value of digital. While some organisations are just beginning their digital journeys, questions now centre on how to implement, rather than whether to go ahead. Marketers want to restart innovation, with a focus on content and creativity, and mobile,” Miller said.

“Delivering the next evolution of customer experience won’t be possible without the right marketing leadership and vision - a CMO or head of marketing who can bring together all of the creativity and content silos and deliver a seamless campaign.

"Without a leader who has a view of the entire eco-system, the evolution and implementation of customer experience will be threatened.”

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