5th Annual Asia-Pacific
Digital Marketing Survey
          2008

     Supporting Organisations
Introduction and Objectives
    The objectives of this research are to understand the following:
•
         Budget allocat...
Survey Methodology
    Sample definition: Individuals with an interest in marketing activities in Asia Pacific
•
    The s...
Executive Summary
    Budget allocation to digital marketing continues to grow and only 5% of respondents reported not
•
 ...
Table of Contents
     2007 Marketing Budget Allocated to Digital Marketing
 •
     Digital Marketing Budget Allocation - ...
2007 Marketing Budget Allocated
to Digital Marketing
                                                                     ...
Digital Marketing Budget
Allocation – 2008 vs 2007
                                                                       ...
Impact of Financial Crisis on 2009
Digital Marketing Budgets
                                                             ...
Reasons for Low Spending on
Digital Marketing
                                                                            ...
Digital Campaigns:
Importance to Marketers
                                                                               ...
Digital Campaigns:
2008 Usage
                                                                                            ...
Importance vs Usage of
    Digital Marketing Strategies
       HIGH                                                       ...
Mobile Marketing

                                                                                         65% of responde...
Online Games

                                                                                    45% of respondents used ...
Corporate Blogging

                                                                                                      ...
Corporate Blogging

                                                                                                      ...
Communications Integration

                                                                                              ...
Online Ad Campaign Measurement

                                                                                          ...
Respondent Profile:
Business Sector & Employment Level




Q12a: In which business sector do you work? (n=345)   Q13: Whic...
Respondent Profile:
Company Size & Marketing / Ad Spend




Q14: Approximately how many full-time employees are currently ...
Respondent Profile:
Place of Current Residence




Q16: In which location are you currently based? (n=345)



            ...
5th Annual Asia-Pacific
Digital Marketing Survey – 2008
         Questions about this report? Contact:
                   ...
Upcoming SlideShare
Loading in...5
×

ADMA's Annual Asia-Pacific Digital Marketing Survey 2008

1,367

Published on

Insights into the status of digital marketing in Asia, published by the Asia Digital Marketing Association. To join as a member, visit www.asiadma.com

Published in: Business, News & Politics
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,367
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
89
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

ADMA's Annual Asia-Pacific Digital Marketing Survey 2008

  1. 1. 5th Annual Asia-Pacific Digital Marketing Survey 2008 Supporting Organisations
  2. 2. Introduction and Objectives The objectives of this research are to understand the following: • Budget allocation to digital marketing and year-on-year trends – Barriers to allocating more budget to digital marketing – Expected impact of current financial crisis on digital marketing budgets – Perceived importance and actual usage of selected digital marketing strategies – Corporate blogging and perceived communications' effectiveness – Integration of online and offline communications – Most popular purchasing variations for online ad campaigns – As a result of rapid changes in digital marketing, this survey includes • several changes to the questions from previous years. Where questions remained comparable across the waves, trends have been highlighted in the report Aha! Research conducted the research • 2
  3. 3. Survey Methodology Sample definition: Individuals with an interest in marketing activities in Asia Pacific • The sampling frame is all individuals listed in the databases of ADMA and the selected co-sanctioning • organisations Email invitations containing the online survey link were sent out by Aha! Research to individuals listed in • the ADMA’s database. Each co-sanctioning organisation (MMA, HKDMA, HKiM, VMA, DMAS) sent out invitations to individuals listed in their databases. The initial invites were followed up by a reminder email The survey language was English and consisted of 16 questions which took, on average, 10 minutes to • complete Fieldwork was conducted during November and December of 2008 • A total of 345 usable surveys were collected • Respondent profile: • Business Sector: Agencies (40%), Advertisers (40%), Media Owners (19%), Others (1%) – Function: Marketing (46%), Management (28%), Business development (12%), Advertising (8%), Other (6%) – Company size: Small, (32%), Medium (27%), Large (41%) – Industries: Advertisers – broad range of industries – Residence – sample is highly skewed towards Singapore and Hong Kong which reflects the home base of regional offices – Note that the sampling unit is “individuals” and not “corporations” which is important when interpreting • “usage” questions (some corporations may have multiple individuals who completed the survey) 3
  4. 4. Executive Summary Budget allocation to digital marketing continues to grow and only 5% of respondents reported not • having allocated any budget to digital marketing in 2007. This may further shrink as 64% of all respondents increased their digital budgets in 2008 compared with 2007. Furthermore, 58% expect to spend more on digital marketing in 2009 as a direct result of the current global financial crisis Advertiser’s budgets are increasing: Well over half of respondents employed by advertisers increased • their digital budgets in 2008 compared with 2007 and only 17% expect a decrease in their digital marketing budgets in 2009 as a direct result of the financial crisis Among the barriers to increase spending on digital marketing are lack of experience and understanding of • the usage and benefits as well as claims that it is not part of the corporate culture Digital strategies deemed of greatest importance for 2009 are “informative / interactive corporate • websites”, “search engine optimisation”, and “behavioural targeting” “Corporate website”, “email campaigns” and “e-newsletters” are still the most widely used digital strategies • Among the most promising digital strategies currently being less utilised are “online games”, “widgets & • gadgets”, “text message promotions”, and “mobile device advertising” Corporate blogging is growing. Currently 28% of respondents are maintaining a blog and a quarter of • those without blogs are planning to launch in 2009. Reasons given for the popularity of blogs are: effectiveness in consumer feedback; public relations; and opinion seeding Units of ad effectiveness measurement: PPC (Pay per Click) / CPC (Cost per Click) and CPM (Cost per • Thousand) remain the most commonly used 4
  5. 5. Table of Contents 2007 Marketing Budget Allocated to Digital Marketing • Digital Marketing Budget Allocation - 2008 vs 2007 • Effect of Financial Crisis on 2009 Digital Marketing Budget • Reasons for Low Spending on Digital Marketing • Digital Campaigns: Importance to marketers • Digital Campaigns: 2008 Usage • Digital Campaigns: Importance vs Usage • Mobile Marketing Strategy • Online Game Strategy • Corporate Blogging • Communications Integration • Online Ad Campaigns Measurement • Respondent Profile: • Business Sector & Employment Level – Company Size & Marketing/Ad Spend – Place of Current Residence – NOTE: Where applicable, a significant difference at the 95% confidence level (p<0.05) has been indicated by *. This signifies that the difference is not likely due to chance, but that in 1 out of 20 times the results may not be the same due to sheer randomness. 5
  6. 6. 2007 Marketing Budget Allocated to Digital Marketing 95% of respondents allocated at least some • budget to digital marketing (compared with 87% in the 2006 survey, and 77% in 2004) More than a quarter (28%) of respondents • allocated less than 5% of their total marketing budget to digital marketing 13% allocated more than half of their total budget • to digital marketing Among advertisers, almost a third (31%) allocated • less than 5% while 9% allocated more than 50% Small firms (<50 employees) are more likely to • allocate a significantly* larger proportion to digital marketing than larger firms Q1: Approximately what percentage of your total marketing budget was spent on digital marketing in 2007? (n=345) * p<0.05 6
  7. 7. Digital Marketing Budget Allocation – 2008 vs 2007 Digital marketing budgets are increasing with 64% • reporting higher budgets in 2008 compared with 2007 Only 7% had a decline in their 2008 budgets • compared with 2007 Respondents who expect that the current financial • crisis will lower their digital marketing spending in 2009, also spent less in 2008 than in 2007 59% of advertisers increased their digital • marketing budgets in 2008 while only 10% decreased Q2: How does your digital marketing budget this year (2008) compare to last year? (n=345) 7
  8. 8. Impact of Financial Crisis on 2009 Digital Marketing Budgets The current global financial crisis is expected to • have an overall positive effect on digital marketing budget size. Only 13% expect a decrease in spend during 2009 as a direct result of the financial crisis Where budgets were higher in 2008 than in 2007, • more will also be spent in 2009 by 71% of these respondents. Where spending was lower in 2008 vs 2007, only 34% will spend more in 2009 Among advertisers, 17% expect a decrease in their • digital marketing budgets in 2009 Neither company size nor location seem to have a • significant* effect on changes in budgets as a result of the financial crisis Q3b: How do you expect the current global financial crisis may impact your digital marketing budget for 2009? (n=345) * p<0.05 8
  9. 9. Reasons for Low Spending on Digital Marketing 20% of respondents are low spenders • (<10% of total budget allocated to digital in 2007) and also did not increase their budgets during 2008 Main reasons for low spending are a lack of • experience and understanding of the usage and benefits of digital marketing Barriers among advertisers are particularly • a “lack of corporate culture” and lack of understanding of how to best use and appreciate the benefits of digital marketing Those who plan to spend less as a result of • the financial crisis, are significantly* more concerned about “not reaching their target audiencequot; Top 2 Box – Agree Strongly + Agree Somewhat Q3a: To what extent do you agree, or disagree, with each of the following statements as reasons for why your company spent none, or less than 10%, of your total marketing budget on digital marketing (n=68 - low spenders (<10% in 2007) and did not increase their budgets during 2008) * p<0.05 9
  10. 10. Digital Campaigns: Importance to Marketers Among the most important digital marketing • strategies for 2009 are good corporate websites, search engines and two-way user communications (newsletters, emails campaigns, and online research). While evaluation of most strategies were • fairly unanimous (particularly for “corporate websites” and “online research”), the following generated highly diverse opinions of their importance: Online games • Viral campaigns • Mobile device advertising • Text message promotions • Widgets & gadgets • Video sharing • Top 2 Box – Agree Strongly + Agree Somewhat Q4: How important do you think each of the following digital marketing strategies or campaigns will be for marketers over the next 12 months? (n=345) 10
  11. 11. Digital Campaigns: 2008 Usage • In terms of actual usage during 2008, good corporate websites and email campaigns ranked the highest Smaller companies are significantly* heavier • users of “viral campaigns”, “blogs” and “email campaigns” Online game usage is significantly* higher in • Hong Kong compared with Singapore based respondents Top 2 Box – Extremely important+ Somewhat important Q5: In terms of time, effort and money, to what extent are each of the following digital marketing campaigns part of your strategy for 2008? (n=345) * p<0.05 11
  12. 12. Importance vs Usage of Digital Marketing Strategies HIGH corporate website MAINSTREAM STRATEGIES email campaigns e-newsletters search engine optimisation MATURE STRATEGIES search engine advertising Current usage of digital behavioural targeting banner ads marketing online research viral campaigns strategy rich media advertising social network advertising corporate/brand blogging consumer generated advertising DEVELOPING STRATEGIES video sharing MIDWAY STRATEGIES mobile device advertising widgets & gadgets Note podcasting/webinars Chart indicates text message promotions relative positions LOW but is not to scale online games LOW HIGH Importance to marketers in next 12 months 12
  13. 13. Mobile Marketing 65% of respondents used text message • promotions and other forms of mobile marketing during 2008 Most popular mobile strategies are “mass • SMS alerts” and profile/location based SMS alerts SMS mass alerts seems to be less • dominating in 2008 compared with the 2007 survey findings Q6: Which of the following is part of your mobile marketing strategy? (n=223) 13
  14. 14. Online Games 45% of respondents used online games as • part of their digital marketing strategy during 2008 Most popular strategies are “sponsored • games on websites” and “commissioned branded games” The previous survey (2007) found that • “commissioned branded game to be created” was the most popular back in 2007 Q7: Which of the following is part of your online game strategy? (n=155) 14
  15. 15. Corporate Blogging The majority of respondents (68%) reported • that their company does not currently have a “corporate blog” and among these, only 25% are confident that they have plans to launch their blog in 2009 The higher the digital marketing budget, the • more likely a corporate blog exists Agencies and Media owners are more likely to • have a corporate blog than advertisers. Only 19% of the 138 advertiser respondents have a corporate blog, but a quarter of these plan to launch their blog in 2009 Q8a: Does your company currently maintain a corporate blog? (n=345) Q8b: IF NOT: Does your company have plans to launch a corporate blog in the next 12 months? (n=233) 15
  16. 16. Corporate Blogging While not regarded as vital to maintain a • corporate blog, respondents highly agree that blogs are effective for “consumer feedback”, “public relations”, “opinion seeding” and “brand monitoring” Advertisers (70%) are most in agreement • with the importance of “consumer generated advertising” while media owners are the least (57%) Top 2 Box – Agree Strongly + Agree Somewhat Q9: Corporate blogging, as well as personal bloggers blogging about corporations, their brands and products, are becoming increasingly important to marketers. Consumers are also starting to generate their own videos about corporations and brands. To what extent do you agree, or disagree, with each of the following statements? (n=345) 16
  17. 17. Communications Integration Almost half (45%) of the total respondents • use several agencies and vendors for their offline and online communications functions Usage of several agencies is employed by • 55% of advertiser respondents, 52% of media owners, and only 31% of agencies. Agencies (52%) prefer the same agency/ vendor for both online and offline functions Size of marketing budget doesn’t seem to • have an effect on the communications integration Q10: Which statement best describes the integration of your online and offline communication functions by external agencies? (n=345) 17
  18. 18. Online Ad Campaign Measurement Most respondents prefer to use PPC/CPC • and/or CPM in the purchasing of their online ad campaigns Larger companies and larger marketing • budgets are significantly* more in favour of PPC/CPC Media owners are significantly* more than • agencies and advertisers in favour of using CPM Those planning to spent more on digital • marketing in 2009 are significantly* more in favour of CPM and CPL Top 2 Box – Always + Very often Q11: To what extent do you use each of the following types of purchasing variations for your online ad campaigns? (n=345) * p<0.05 18
  19. 19. Respondent Profile: Business Sector & Employment Level Q12a: In which business sector do you work? (n=345) Q13: Which one of the following roles best describes your current position? (n=345) 19
  20. 20. Respondent Profile: Company Size & Marketing / Ad Spend Q14: Approximately how many full-time employees are currently employed by your Q15: What was your company’s total annual marketing and advertising spend in company in Asia Pacific (excluding Japan)? (n=345) Asia Pacific (excluding Japan) last year? (n=345) 20
  21. 21. Respondent Profile: Place of Current Residence Q16: In which location are you currently based? (n=345) 21
  22. 22. 5th Annual Asia-Pacific Digital Marketing Survey – 2008 Questions about this report? Contact: Kay Bayliss, ADMA - director@asiadma.com Peter Steyn, Aha! Research - peter.steyn@aharesearch.com Many thanks to our supporting organisations
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×