The rapidly evolving nature of digital marketing presents increased challenges across Asia-Pacific, with many marketers struggling to integrate digital components in a way that is efficient, effective and measurable. Building on the findings of our studies in 2012 and 2013, the study seeks to identify where marketers are making improvements in their digital marketing efforts in APAC, as well as where challenges still exist.
For 2014, our study was conducted in two parts. “APAC Digital Marketing Performance Dashboard 2014” provides a breakdown at the progress made across organizational mindset, alignment, marketing readiness and marketing skills in APAC. “APAC Digital Directions” highlights that while improvements are clearly being made when it comes to digital, APAC marketers are still largely focused on single-vector metrics that measure past success or single points of campaign performance, and they are typically not measuring impact on harder business metrics, such as sales pipeline measurement or customer lifetime value. Accompanying infographics are also available for these studies.