S'pore among leaders in regional digital marketing

NEW research has confirmed widening gaps in digital marketing maturity across the Asia-Pacific and while all markets understand digital's importance and value, none is taking full advantage of the opportunities it presents. This was the central message of the third annual Apac Digital Marketing Performance Dashboard survey that was done by the CMO Council in partnership with Adobe. The survey included a six-month in-field programme comprising quantitative surveys with over 800 marketing executives.

The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, South Korea, Singapore, Hong Kong and India. Senior marketers in the Asia-Pacific region from a range of industries took part, with 44 per cent holding a title of vice-president or higher.

The 2014 Digital Dashboard found that markets such as Singapore, Australia and India are pulling away with strong executive support and digital champions, while Korea, China and Hong Kong struggle with executive support and skill shortages.