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Singapore least interested in digital marketing

Anuradha Shukla | Sept. 30, 2014
Interest low despite being a relatively progressive nation in the practice of digital marketing.

Singapore stakeholders are the least interested in digital marketing as compared to the rest of Asia Pacific, according to the third annual APAC Digital Marketing Performance Dashboard from Adobe.

This is surprising as Singapore is identified as a relatively progressive nation in the practice of digital marketing.

Digital marketing maturity varies across Asia Pacific with Singapore, Australia and India having strong executive support for digital marketing. These nations are thus moving to leadership positions in contrast to Korea, China and Hong Kong that don't have executive support and struggle with skill shortages.

Although all countries understand the importance and value of digital, no country has yet been able to completely tap the opportunities presented by the technology.

Only few countries believe that leveraging data will give them competitive advantage with other nations.

"The 2014 Dashboard uncovers the varying degrees of digital marketing maturity across the region, and highlights the need for marketers to continue to demonstrate value and ROI," said Hisamichi Kinomoto, vice president of Marketing, Adobe Japan and Asia Pacific.

Transforming businesses

Marketing can transform businesses but requires executive support for successfully accomplishing this goal.

Organizations seeking to reach digital marketing maturity should invest more in employees training so that they acquire professional skills.

Liz Miller, vice president of marketing at the CMO Council noted that all countries should leverage data and intelligence that can be gathered at every touch point across the organization.

Stephen Hamill, managing director Adobe South East Asia said that this divide is present as stakeholders do not have a good understanding of digital and what it can be used for.

"In Singapore specifically, and more generally right across the region, more needs to be done to prove the value of digital marketing investment. For brands that do not have e-commerce channels, it's hard to directly link revenues to campaigns as there's a gap in the fulfillment process," said Hamill. "Hence, there may be a difficulty in convincing stakeholders based on proving financial ROI alone."


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