"It's not unusual for one company to engage different agencies for social, digital advertising, and website management. Ironically, the diversity and duplication of agencies only adds to the difficulty of achieving optimisation across all digital channels," Phibbs added.
Moving into the future
The signs are good, says Phibbs in relation to the study with 60 percent of executive teams across Asia Pacific showing strong support for digital marketing.
Forty-seven percent of the respondents saw themselves increasing their digital marketing spending to between 10 and 24 percent of the budget.
Phibbs believes AP marketers need to focus on measuring the right metrics to fully demonstrate the return on investment. Of the 72 percent that claimed to be using analytic and reporting technologies, only three percent felt they were excelling in their ability to measure value and return.
"Leveraging data to generate analytical insights is critical to help the region's marketers move ahead of the curve in terms of tracking and mapping customer insights and behaviour," he said.
Both Miller and Phibbs agreed that digital marketing in AP was moving slower as compared to North America and it was important to stay ahead before being eclipsed by a competitor that could provide consumers with what they desired digitally.
"Asia Pacific's companies are competing globally, and digital marketing is a critical factor in identifying and qualifying new markets, reaching out to new customers, building brands, and maintaining strong business opportunities internationally," Phibbs concluded.
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