State of Digital Marketing in Asia 2013

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A presentation given by Robin Gurney on behalf of Econsultancy Asia at GeeksOnABeach conference in Boracay, Philippines 25-28 September 2013.

presentation includes extracts from the report and personal comments by Robin Gurney, an internet marketing veteran.

The second annual State of Digital Marketing in Asia report http://econsultancy.com/ph/reports/state-of-digital-marketing-in-asia, published by Econsultancy in association with Campaign Asia-Pacific, looks in detail at the relative levels of spending across different traditional and online marketing channels across the Asian region.

Nearly 400 companies participated in this research, which also looks at how organisations are measuring marketing effectiveness, examines the barriers to digital marketing and e-commerce in the region, as well as assessing the existing levels of industry skills and knowledge.

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  • Time is short so just want to say quick thank you to all of you, the sponsors, Jocelyn and her team and Ben Skelton for connecting me to the people in the know.
  • The State of Digital in Asia 2013 is an amazingly detailed report published by Econsultancy in association with Campaign AsiaAdd your comments on this data on twitter using the hashtagI would love to really go into this report in detail and give my interpretations of the findings but because of short time slot I can only share a few of the most important highlights and response from both client-side and agency respondents.
  • Econsultancy fan boy for over a decadeConnect with me on LinkedInEmail me at robingurney@gmail.com
  • All I can say is that if you don’t use Econsultancy’s services and products then you cannot really say you are serious about digital marketing. Simple as that.
  • Consulting services -Digital strategy, site audits, digital organisational structures and organisational changePublic training - One day, high level, training sessions - booked online.In-house training -We’ve delivered training in over 60 countries around the worldEditorial content, research and reports - Sourced from all the regions we work in and beyond, with our newest research having recently being commissioned or currently in the field across APAC and MENA.Digital marketing events - We run events and our highly specialised conferences in all regions globally, with our Peer Summit and Digital Cream running in New York, London, New York Singapore, Shanghai and Melbourne & Sydney.Support: Our diverse perspective on digital marketing thinking, through working with many global brands across many different industry sectors, means we have a deep understanding of where most organisations are currently at and we’re completely versed at being able to deliver globally.Global expert consultancy network – Econsultancy has an impressive global network of proven digital consultants, meaning we can match some of the best digital experts in the world to the precise needs of any digital consultancy project. Independence: We are able to give neutral best practice advice because we are technology, agency, supplier neutral - we have no business requirement or commercial relationships that require us to direct you to a specific social media tool, service offering or agency.
  • Digital marketing in Asia captures a significant share of local marketing dollars as traditional marketing is gradually de-prioritised.Two in five (42%) companies surveyed plan to increase their overall marketing investment over the next 12 months, while two-thirds (66%) report increases for their digital budgets. For comparison, just under a fifth (19%) of responding companies plan to increase their traditional (offline) budgets.Compared to last year, the proportion of client-side marketers saying their organisations will increase their digital budgets by more than 50% has tripled (from 4% in 2012 to 13% this year).
  • Just under three-quarters (73%) of marketers agree that "content marketing will become more important over the next year", while less than half (47%) consider "big data" to be an "exciting opportunity" for the year ahead.Briefly explain what is content marketing. It’s my speciality.
  • Q Do you agree or disagree with the following statements?Around two-thirds (69%) of client-side respondents (and over half of agencies) expect their (or their clients’) digital marketing activity to be more measurable over the next year.63% will be investing heavily in digital.
  • Q to agency respondents: Which of the following digital channels or disciplines do you clients use for marketing?Email is still the killer app.Off site social media very important but declining.SEO (search engine optimisation) is consistently important
  • Q to agency respondents: Which mobile channels or technologies do you clients use for marketing?Bigdrop in sms usage – mms and location based services also downMobile advertising up 10%
  • Q to client-side respondents: Are you planning to increase your digital (online) marketing budget during the next 12 months?Digital budgets are increasing for two thirds but what is holding back the others? Lack of knowledge? Unable to calculate ROI? Senior management don’t “get it”?
  • Q to agency respondents: Typically, how would you describe the understanding of your clients’ senior managers about the potential of digital channels (email, search, social media, etc.) to help grow their businesses?Less than one third of companies seem to understand the potential of digital well or excellently. I suggest many need to be presented with more compelling evidence. IMHO all senior management should make it a priority to at least understand the potential of digital marketing.
  • Insert fig 41Q to client-side respondents: How would you describe the level of digital knowledge within your organisation?Still only 5% consider their knowledge levels to be excellent and the percentage with a “good” level has actually decreased.This is evidence of the need for more or better learning activities in companies
  • Q to client side respondents: What are the biggest barriers preventing your organization from investing more money in digital marketing?Company culture as a barrier factor is number one and has increased 50%. That worries me. Why? Comment on twitter at #sodia13The other top 5 factors can be solved through consultancy, training, specialist software and C-Level education.There is a business opportunity for someone to gather and share (or make more available) Asian Digital Marketing case studies.
  • Q What are the challenges around digital skills and training that you see within the industry?(Below are snips and re-edits of responses from the survey)Case studies not relevant to the region.Lack of planned and sustained approach within organisations.Unstructured and theoretical trainings do not help digital (need more practical)Huge gap between strategy and execution. (Ideas are cheap, execution is everything)Need for better understanding of analytics.
  • Consulting services -Digital strategy, site audits, digital organisational structures and organisational changePublic training - One day, high level, training sessions - booked online.In-house training -We’ve delivered training in over 60 countries around the worldEditorial content, research and reports - Sourced from all the regions we work in and beyond, with our newest research having recently being commissioned or currently in the field across APAC and MENA.Digital marketing events - We run events and our highly specialised conferences in all regions globally, with our Peer Summit and Digital Cream running in New York, London, New York Singapore, Shanghai and Melbourne & Sydney.Support: Our diverse perspective on digital marketing thinking, through working with many global brands across many different industry sectors, means we have a deep understanding of where most organisations are currently at and we’re completely versed at being able to deliver globally.Global expert consultancy network – Econsultancy has an impressive global network of proven digital consultants, meaning we can match some of the best digital experts in the world to the precise needs of any digital consultancy project. Independence: We are able to give neutral best practice advice because we are technology, agency, supplier neutral - we have no business requirement or commercial relationships that require us to direct you to a specific social media tool, service offering or agency.
  • “Subscription to Econsultancy is one of the best digital marketing investments a company can make” Robin Gurney.
  • You tell me! Share your views on Twitter or Facebook.
  • State of Digital Marketing in Asia 2013

    1. 1. Econsultancy.com State of Digital in Asia 2013: Implications to your business GEEKS ON A BEACH, Boracay, Philippines 26 – 27 September 2013 #SODIA13 @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    2. 2. Econsultancy.com State of Digital in Asia 2013 Digital Transformation: Implications to your business Fast forward your organisation’s digital transformation Robin Gurney of Cre8ors.co On behalf of Econsultancy Asia @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    3. 3. Econsultancy.com About Robin Gurney English 40+ ;) Passionate internet marketer since 1997 Specialist - Internet marketing strategy and content marketing Entrepreneur - created and sold two European internet marketing agencies Looking for new opportunities in Asia Proud to represent Econsultancy at GOAB Running a non profit to help poor Filipino children www.andakidz.org Need an experienced internet marketing consultant? Contact me on LinkedIn, Facebook or robingurney@gmail.com
    4. 4. Econsultancy.com About Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088
    5. 5. Econsultancy.com What we do #SODIA13 Econsultancy Asia apac@econsultancy.com +656809 2088 @Econsultancy fb.com/Econsultancy
    6. 6. Econsultancy.com Digital Marketing Prioritised @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    7. 7. Econsultancy.com State of Digital in Asia 2013 @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    8. 8. Econsultancy.com Big Pictures. Agree or Disagree? Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    9. 9. Econsultancy.com Channels & Disciplines Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    10. 10. Econsultancy.com Mobile Channels for Marketing @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    11. 11. Econsultancy.com Digital Budgets Increasing @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    12. 12. Econsultancy.com Understanding Digital’s Potential @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    13. 13. Econsultancy.com Level of Digital Knowledge @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    14. 14. Econsultancy.com Barriers to Further Investment @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    15. 15. Econsultancy.com The Challenges in Asia @Econsultancy fb.com/Econsultancy Econsultancy Asia apac@econsultancy.com +656809 2088 #SODIA13
    16. 16. Econsultancy.com What we do #SODIA13 Econsultancy Asia apac@econsultancy.com +656809 2088 @Econsultancy fb.com/Econsultancy
    17. 17. Econsultancy.com Econsultancy’s Digital Cream roundtable events Exclusive to senior client-side marketers, Digital Cream is a unique moderated roundtable event for comparing experiences and learning from other like- minded peers who are facing the same challenges. Digital Cream Roundtable has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital marketers in the world. Delegates attend because OUR format facilitates: • Networking with peers from different industries • Discussions on best practices & latest challenges with suppliers, digital strategies, technologies and techniques • Benchmarking of current efforts, find out what has worked for others and what has not Why Digital Cream works? (video preview): http://www.youtube.com/watch?v=OxlNj9SRbnQ
    18. 18. Econsultancy.com Digital Cream AsiaPac roundtable (dates) Country Date Venue Sydney www.econsultancy.com/digit al-cream-sydney-2013 17th October (Thursday) Dockside Shanghai www.econsultancy.com/dc- shanghai 24th October (Thursday) M1NT Club Singapore www.econsultancy.com/dc- singapore 28th November (Thursday) Amara Singapore Hotel Download Digital Cream Asia sponsorship brochure: http://bit.ly/DC2013AsiaSponsorshipBrochure
    19. 19. Econsultancy.com Become a Smarter Digital Marketer. Subscribe to Econsultancy today to find out what’s happening in digital marketing – and what works. What you will get? Get access to more than 500 plus reports which include, • Best Practice Guides • Template Files • Market Data • Daily Pulse • Digital Trends Briefings • Elearning (for Enterprise subscribers) • Webinars (for Enterprise subscribers) To subscribe, go to econsultancy.com/subscribe or email apac@econsultancy.com
    20. 20. Econsultancy.com State of Digital in Asia 2013 Q&A State of Digital in Philippines? 16:25 – 16:30 @Econsultancy fb.com/Econsultancy #SODIA13 Econsultancy Asia apac@econsultancy.com +656809 2088

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