Market Data

State of Digital Marketing in Asia

By Econsultancy,

There is a newer version of this report available: State of Digital Marketing in Asia 2013


 The State of Digital Marketing in Asia report, published by Econsultancy in association with Campaign Asia-Pacific, looks in detail at the current level of spending across different traditional and online marketing channels across the Asian region.

Nearly 900 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. 

The 40+ page report includes sections on: 

  • Marketing budgets
  • Use of marketing channels
  • Use of marketing technology 
  • Barriers to digital marketing
  • Measuring marketing effectiveness
  • Industry skills, knowledge and support benchmarking

There are five key findings emerging from this research: 

  1. Digital marketing is becoming a priority for marketers 
  2. The importance of digital is recognised, but is widely misunderstood 
  3. Multiple barriers need to be overcome in order to get increased investment in digital  
  4. There is a shortfall of knowledge and skills within the industry, highlighted by supply-side respondents, but not always seen by clients
  5. Companies consolidate use of established digital channels, but emerging digital channels increasingly move into the spotlight  

Table of contents

  1. Executive summary and highlights
  2. Introduction by Campaign Asia-Pacific
  3. About
    1. Econsultancy
    2. Campaign Asia-Pacific
  4. Methodology and sample
    1. Methodology
    2. Respondent profiles
  5. Findings
    1. Budgets
    2. Use of traditional marketing channels
    3. Mobile marketing
    4. Outsourcing digital activity
    5. Use of technology
    6. Measuring marketing effectiveness
    7. Return on investment
    8. Barriers to digital marketing
    9. Knowledge, skills and support
  6. Appendix

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: State of Digital Marketing in Asia (569 KB PDF)
  • Pdf Disabled State of Digital Marketing in Asia (1.34 MB PDF)

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