Asia firms lag in spending on digital marketing

AS attention shifts from traditional media to online channels, the marketing budget should also shift accordingly. But while their western counterparts are doing it, the Chief Marketing Officer (CMO) Council says that Asian companies are not keeping up with the move.

The council, which has more than 7,000 members worldwide, is a network of senior corporate marketing leaders and brand decision-makers across a wide range of global industries.

In an Adobe-sponsored survey of 276 senior marketers in the Asia-Pacific region, the marketing trade association found that Asian companies struggle with limited budgets and are lacking in the skills needed to initiate full digital campaigns.