3 September, Singapore – Digital marketing in Asia captures a significant share of local marketing dollars as traditional marketing is gradually de-prioritised, according to a report published by Econsultancy today in association with Campaign Asia-Pacific.
Two in five (42%) companies surveyed plan to increase their overall marketing investment over the next 12 months, while two-thirds (66%) report increases for their digital budgets. For comparison, just under a fifth (19%) of responding companies plan to increase their traditional (offline) budgets.
The second annual State of Digital Marketing in Asia report looks in detail at the relative levels of spending across different traditional and online marketing channels across the Asian region.
Nearly 400 companies participated in this research, which also looks at how organisations are measuring marketing effectiveness, examines the barriers to digital marketing and ecommerce in the region, as well as assessing the existing levels of industry skills and knowledge.
Econsultancy Research Manager Monica Savut said: “Our research shows that investment in digital remains high as marketers come to grips with measurement of digital performance. While the digital industry in Asia is still at the earliest stages of maturity, it’s encouraging to see that measurement is high on the marketing agenda.”
She added: “Established digital channels and technologies remain a priority, but emerging ones like content marketing and mobile marketing are set to steal the spotlight, so we expect to see a lot of experimentation over the next few months”.
Key findings from the report include:
-) Compared to last year, the proportion of client-side marketers saying their organisations will increase their digital budgets by more than 50% has tripled (from 4% in 2012 to 13% this year).
-) On average, Asian organisations spend 29% of their overall marketing budgets on digital (up from 26% in 2012). They are deriving, on average, just under a third (31%) of their revenues from their digital marketing spend.
-) Just under three-quarters (73%) of marketers agree that "content marketing will become more important over the next year", while less than half (47%) consider "big data" to be an "exciting opportunity" for the year ahead.
-) Around two-thirds (69%) of client-side respondents (and over half of agencies) expect their (or their clients’) digital marketing activity to be more measurable over the next year.
-) Half of companies surveyed are planning to increase investment in analytics tools, up by 12% since last year, emphasising the focus on measurement.
-) Just under half (46%) of client-side respondents claim to have an ‘excellent’ or ‘good’ understanding of ROI from digital marketing, up by 9% compared to last year.
-) The proportion of client-side marketers describing the level of digital knowledge within their organisations as ‘poor’ or ‘very poor’ has declined in the last 12 months, from 29% in 2012 to 22% this year.
The State of Digital Marketing in Asia 2013 report is available for Econsultancy subscribers to download here: http://econsultancy.com/reports/state-of-digital-marketing-in-asia
For more information about this report, contact:
Monica Savut, Research Manager, Econsultancy
monica.savut AT econsultancy.com
Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events. Founded in 1999 and with over 200,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.
About Campaign Asia-Pacific
Campaign is a globally recognised brand within the advertising and marketing industries, synonymous with quality in the hearts and minds of opinion-forming agency and marketing personnel across the world.
Launched in the UK in 1968, Campaign has grown into a global brand serving the broader marketing, digital, advertising, PR and media industries. Campaign delivers market-leading content to industry opinion-formers and decision-makers wherever and however you want to access it – whether catching up on the latest industry news, videos and blogs online or on a mobile device, studying in-depth analysis and reports in our print magazines, hearing from the world’s key industry speakers at market-leading conferences or celebrating excellence and best practice at our awards festivals.
Published on: 2:00AM on 3rd September 2013