Asia lags in digital marketing

Source: http://www.zdnet.com/asia-lags-in-digital-marketing-7000007649/

With the fast growth of Asian economy, it is interesting to see their lags in digital marketing strategies. As described in the article, although many of the marketers in Asia are aware of the importance of digital marketing, they don't have a good digital marketing plan.

 Released Tuesday, a study by Adobe Systems and the Chief Marketing Officer (CMO) Council showed that more than 90 percent of marketers in the region believed digital marketing can create a competitive advantage for their companies. Another 52 percent felt digital marketing was important in helping to create a customer-centric and responsive organization, it noted.

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However, while companies in the region understood the importance of digital marketing, they did not always execute the right strategy. In fact, 43 percent of the respondents noted that developing a connected, comprehensive digital strategy was a key constraint for their organizations.

The study also showed 35 percent of marketers use marketing data to measure the key performance index (KPI) of digital campaigns, which is a very reactive strategy according to Liz Miller, vice president of global programs and operations at the CMO Council.

Moreover, it is shown that the growth of digital strategy is slow in Asia.

Speaking to ZDNet Asia at the event sidelines, she noted that globally according to the Adobe Digital Index survey, some 40 percent of respondents are pushing for digital marketing internally. The global findings were released separately in September this year.

By comparison, only 15 percent of marketers in Asia said their companies were looking to incorporate digital marketing strategies and this was a gap that needs to be closed, she said.

Asia-Pacific professionals are also slower to adapt to the new role of a digital marketer, Miller added.

Why would that happen?  Is it because marketer's lack of digital marketing knowledge or consumer's slow adaption to digital marketing advertisements? If it is caused by consumer's slow adaption, where should the companies focus more on? These are all questions that we might have to think about. Nevertheless, we could conclude that there is a great potential for growth of digital marketing in Asia, and Asia need professionals to help with the development of digital marketing strategies.