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Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.
In comparison, just 19% of companies plan to increase their offline budgets in the same time period.
Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.
However, agency respondents included in the report paint a different picture, estimating that their clients spend just less than a quarter (23%) of their total budget on digital.
With around 600 million internet users and an economy that despite the slowdown continues to strengthen, China represents a huge potential market for companies willing to invest there.
However, there are differences in best practice between search marketing in China and for the rest of the world. To cover that, we’ve just launched the Baidu Search Best Practice Guide in association with China Search International.
As a preview, here are four tips to whet your appetite…
At Econsultancy Singapore, we recently had a good old discussion about the change necessitated by new digital technologies.
I thought I’d allow you to stick your finger into the prevailing winds of this discussion, by listing some of the take-homes.
To keep you interested, at the close I’ve added a couple of brands that seem to be agile and are moving with the marketing times, embodying many of the 12 pillars of the Modern Marketing Manifesto.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
It seems China has some of the keenest online shoppers in the Asia-Pacific region, with Chinese consumers more likely purchase online than any other APAC country.
A new Mastercard study measured consumers’ tendencies to shop online between November and December 2012 and found that Chinese internet users shop online the most, registering a score of 102 on Mastercard’s Index for 2012, a figure that is up four points on the year prior.
According to the report, one of the main reasons for this rise in online shopping popularity in China is due to increased consumer confidence. Of those surveyed, only 21.4% felt unsecure when shopping online, down from 32.8% in 2011 and 35.3% in 2010.
Things aren’t looking great across the Asia-Pacific region in terms of digital marketing as new figures indicate that marketers in APAC may be lagging behind when it comes to ROI metrics, talent and digital strategies.
These findings come from a new report called Digital Marketing Performance Dashboard 2012, which was conducted by Adobe and the CMO Council.
The report was constructed from the results of an online survey that was taken by 295 senior marketers in Asia-Pacific, including marketers from Toyota, 20th Century Fox, Tupperware, Citi Group, Nokia and Yahoo.
Australia dominated the Digital Asia Awards this month, bringing home more trophies than any other country involved. New Zealand also did incredibly well, tying for fourth place in the final trophy tally.
The Digital Asia Awards, organised by Lions Festival and Haymarket Media Asia, are a celebration of the best that Asia’s digital marketing industry has to offer.
This year the event was held as part of a two-day Digital Asia Festival in Beijing, allowing over 300 members of the digital industry to come together, share inspiration and network.
When it comes to social media, Asia continues to be of significant interest to marketers, brands and anyone with an interest in social trends around the globe.
Here are a few highlights from our latest stats update...
Last week saw the inaugural event of Econsultancy’s expansion into Asia, with nearly 100 senior client-side marketers attending Digital Cream Singapore.
The event was held in the stunning venue of Singapore National Library’s Pod and the consensus amongst attendees, sponsor vendors and (however biased), the Econsultancy contingency, was that it was a success.
The Digital Cream format was the same as usual, so I managed to sit in on three separate sessions, but in between these, I also managed to have long talks with marketers, industry and trade bodies, vendors and moderators.
As a result, I’ve summarised the five key trends that emerged from the event.
I’ve previously written about the enormous 95% growth the Chinese e-commerce market has had in the last eighteen months, but online shopping aside, I feel that this will extend further into advertising and marketing, as well as the associated technologies.
This month some of the most interesting data to make it into our Internet Statistics Compendium came from Asia-Pacific countries.
In particular, mobile can be seen to be having a big impact in South Korea and Malaysia, and there has been significant news elsewhere in the region also.