The second annual State of Digital Marketing in Asia report, published by Econsultancy in association with Campaign Asia-Pacific, looks in detail at the relavtive 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:
Digital captures a significant share of local marketing dollars as traditional marketing is gradually de-prioritised
Established digital channels and technologies remain a priority, but emerging ones are set to steal the spotlight
Marketers are coming to grips with measurement of digital performance
The knowledge gap has started to narrow, but digital is still not sufficiently supported at a senior level
Table of contents
Executive Summary and Highlights
Foreword by Campaign Asia-Pacific
About Econsultancy
About Campaign Asia-Pacific
Methodology and Sample
Methodology
Respondent profiles
Findings
Digital marketing outlook 2013
Use of marketing channels
Use of digital channels
Use of offline marketing channels
Marketing budgets
Proportion of budget spent on digital
Proportion of revenue derived from digital marketing spend
Plans for overall marketing budget
Increase in overall marketing budget
Plans for digital marketing budget
Increase in digital marketing budget
Plans for traditional (offline) marketing budget
Increase in traditional (offline) marketing budget
Change in budgets for digital marketing channels
Outsourcing digital activity
Investment in digital marketing technologies
Use of mobile channels or technologies
Marketing effectiveness and ROI
Measuring marketing effectiveness
Understanding of ROI from digital marketing
Knowledge, skills and support
Level of digital knowledge
Senior level support
Senior understanding of digital’s potential
Challenges around digital skills and training
Opportunities around digital upskilling and resourcing
Barriers to further investment
Appendix: Respondent Profiles
Job roles
Type of company
Industry sector
Business focus
Annual company revenue
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.