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RESEARCH, ANALYSIS & TRENDS
Organizational silos are
preventing digital from
reaching the next level,
Adobe’s APAC Digital
Marketing Performance
Dashboard 2015 reveals
Adobe’s annual APAC Digital Marketing Performance organizational culture, are both huge obstacles which
Dashboard reveals a region in which digital transfor- marketers need to overcome.
mation is reaching maturity levels in most countries,
while businesses face a fresh challenge to integrate Hence, the role of marketers moving forward is to lead
customer experience strategically across the organiza- a paradigm shift in their organizations to enable the
tion’s touchpoints, under the guidance of a strong, vi- delivery of a unified customer experience. In essence,
sionary leader. we’re saying that marketers need to helm business
transformation to digital.”
The CMO Council, in partnership with Adobe, has been
tracking adoption, traction and success of digital mar- Other key findings from the research include:
keting in key Asia Pacific countries since 2012.
Customers are driving adoption and optimization
This year’s Adobe APAC Digital Marketing Performance of digital marketing for their markets. In Singa-
Dashboard was compiled through quantitative surveys pore, customer preference and digital dependency is
with over 900 marketers across the region. Marketers driving adoption of digital marketing at 73%, above
from Australia, New Zealand, Korea, China, India, Hong the APAC average, indicating a digitally discerning
Kong, Singapore and other countries responded and and demanding audience. Other drivers include cost
completed the surveys. And for the first time, the Adobe efficiency and effectiveness at 67% and ability to
APAC Digital Marketing Performance Dashboard exam- better engage and activate audiences at 62%, which
ined creative empowerment and content velocity indica- has increased from 52% in 2014.
tors, both critical to delivering an integrated and compel-
ling customer experience across digital and real-world Digital marketing enjoys strong business leader-
touchpoints. The inclusion of these two new categories ship support. 43% of Singapore marketers report a
revealed that companies have not yet managed to ex- strong digital champion on the leadership team,
tend this integrated approach to cover creativity and the slightly above 2014 levels of 41%
development of content.
Business leaders in Singapore are not yet fully
Only 4% of APAC marketers feel that they have a highly
evolved creative engine fueled by an organization-wide, convinced of the ROI of digital. 21% of Singapore
unified vision. In getting to this nirvana, the challenge marketers report that their APAC leadership teams
lies in breaking down functional silos: 31% of Singapore have doubts. This is higher than the APAC and aver-
marketers report they struggle to connect functional si- age of 17%.
los across their organization.
Data is where marketers have made the least pro-
gress across the digital marketing journey. There
Another challenge lies in the area of organizational cul-
ture. Across APAC, all countries report very low levels are signs that marketers might be going back to
(9%) when it comes to organizational culture that is ded- viewing data merely for reporting, rather than as a
icated to a unified, dynamic customer experience pow- tool to improve campaign performance.17% of Sin-
ered by creative content and digital experiences. This is gapore marketers report they archive data but do
even lower in Singapore at 7%. nothing with it. This is an increase of 2% since 2014
and above the APAC average of 11%.
Commenting on this, Stephen Hamill, Managing Direc-
tor, Adobe South East Asia, said, “While marketers Liz Miller, Vice President of Marketing at the CMO
rightly see digital marketing as a channel to engage au- Council said that marketers have come full circle. “In a
diences, they need to begin looking at incorporating uni- pre-digital era, we relied on instinct and experience to
fied digital customer experiences across all touchpoints. tell us what customers wanted from our brand. The
The lack of a unified creative vision, and an unaligned emergence of powerful marketing technology platforms
enabled us to move away from guesswork, and gave
us unprecedented access to a single, organizational
6 Asian eMarketing October 2015: Mobile Marketing
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