Market Data

State of Digital Marketing in Asia 2013

By Econsultancy,

This report accompanies the State of Digital in Asia 2013: Implications to your business.


The second annual State of Digital Marketing in Asia report, published by Econsultancy in association with Campaign Asia-Pacific, 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. 

The 70+ page report includes sections on:

  • Marketing budgets
  • Use of marketing channels
  • Investment in digital marketing technologies
  • Use of mobile channels or technologies
  • Measuring marketing effectiveness
  • Understanding of ROI from digital marketing
  • Knowledge, skills and support
  • Barriers to further investment

We have identified four key trends: 

  1. Digital captures a significant share of local marketing dollars as traditional marketing is gradually de-prioritised 
  2. Established digital channels and technologies remain a priority, but emerging ones are set to steal the spotlight
  3. Marketers are coming to grips with measurement of digital performance
  4. The knowledge gap has started to narrow, but digital is still not sufficiently supported at a senior level

Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Campaign Asia-Pacific
    1. About Econsultancy
    2. About Campaign Asia-Pacific
  3. Methodology and Sample
    1. Methodology
    2. Respondent profiles
  4. Findings
    1. Digital marketing outlook 2013
    2. Use of marketing channels
      1. Use of digital channels
      2. Use of offline marketing channels
    3. Marketing budgets
      1. Proportion of budget spent on digital
      2. Proportion of revenue derived from digital marketing spend
      3. Plans for overall marketing budget
      4. Increase in overall marketing budget
      5. Plans for digital marketing budget
      6. Increase in digital marketing budget
      7. Plans for traditional (offline) marketing budget
      8. Increase in traditional (offline) marketing budget
      9. Change in budgets for digital marketing channels
    4. Outsourcing digital activity
    5. Investment in digital marketing technologies
    6. Use of mobile channels or technologies
    7. Marketing effectiveness and ROI
      1. Measuring marketing effectiveness
      2. Understanding of ROI from digital marketing
    8. Knowledge, skills and support
      1. Level of digital knowledge
      2. Senior level support
      3. Senior understanding of digital’s potential
      4. Challenges around digital skills and training
      5. Opportunities around digital upskilling and resourcing
    9. Barriers to further investment
  5. Appendix: Respondent Profiles
    1. Job roles
    2. Type of company
    3. Industry sector
    4. Business focus
    5. Annual company revenue
    6. Annual marketing budget

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 2013 (1.32 MB PDF)
  • Pdf Disabled State of Digital Marketing in Asia 2013 (1.98 MB PDF)
  • Excel Disabled State of Digital Marketing in Asia Data (68.4 KB Microsoft Excel)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today