Australia is leading the Way in Digital Marketing in the Asia Pacific Region |
Posted: October 30, 2014 |
News alert! Australia has popped up as a leader in the acceptance and implementation of digital marketing in the Asia Pacific region. According to a survey conducted by CMO (Chief Marketing Officer) Council in collaboration with Adobe, Australia is leading the way in the digital marketing industry, however budgetary constraints along with shortages in skilled professionals has slowed down its upward momentum. The results of this research study can be found in the third annual Asia Pacific Digital Marketing Performance Dashboard report. image source:flickr.com The CMO Council is an international organisation with approximately 7500 members around the world. Out of that 500 members originate from Australia and 1200 from the Asia Pacific region. The research was conducted over a period of six months and it was comprised of quantitative surveys which measured levels of acceptance and implementation along with the success and footing of the digital marketing industry in Australia, China, Hong Kong, India, Korea, New Zealand, and Singapore. The reason that the study was conducted only in the Asia Pacific region was because of the distinctive characteristics of the digital marketing industry in the region. The key difference here is the fact that digital marketing activities in the Asia Pacific region are consumer based. This in contrast to digital marketing that takes place in North America which is based on the budgets. Further, the digital marketing industry has been stifled in Europe as a result of financial challenges. According to Liz Miller of the CMO Council, Australia is leading within the Asia Pacific region and has a level of complexity that can rival the best in North America. The North American digital marketing industry is usually propelled by small businesses while large multinational corporate entities are making the most of digital marketing in the Asia Pacific. The results of the study show that Australia is at a point where a digital marketing agency in Sydney or an SEO company in Melbourne can dictate the future of digital marketing as a whole and be a pioneer not only in the region but across the globe. As support for the medium grows in the business community across Australia, there is a strong foundation to build upon, so digital marketing professionals now need to try and make full use of the tool. The research study highlighted the lack of skilled professionals in the industry, but also showed a significant investment in the digital marketing industry. The findings also showed that the number of practicing digital marketers at a company in Australia increased from 15% in 2012 to 26% this year. However, the Asia Pacific region only saw a minor rise from 13% in 2012 to 15% in 2014. image source:flickr.com Australia is leading the way ahead of its counterparts in the region like India and Singapore as 52% of companies in Australia stated that chief marketing executives owned the digital marketing strategy. This was much higher when compared with 39% across the region. So if you are a digital marketing agency in Melbourne, this is all going to be great news. These findings will also further increase business as more companies become aware that Australia is a regional leader digital marketing. According to Ms. Miller, Australia scores the highest when it comes to using data to directly impact the life cycle of a campaign. Further, she also stated that national brands such as Westpac and ANZ Bank were great examples of brands that were leading with data in their commitment to both digital and mobile initiatives. So for those in an SEO company in Sydney, Melbourne, or anywhere else in the country, the focus has to be on growing the social, mobile, and digital experience of the consumers. There should also be more importance placed on implementing sophisticated performance indicators and more effort needs to be made to measure the data across the life of a digital marketing campaign. The study also highlights the need for digital marketing professionals within Australia, so efforts need to be made to increase the number of students signing up to academic institutions to pursue a career in the digital marketing industry. All in all, the future looks bright for Australia and all digital marketing campaigns conducted within the nation. About Author At Shout Agency, they believe that SEO is essential to every businesses success. Priding themselves on being Australia’s leading digital marketing agency, they can help grow your business by delivering more targeted traffic to your website. For more information visit www.shoutagency.com.au
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