Singapore firms lack executive support for digital strategies: survey

Brands have to start getting e-commerce channels.

In Asia-Pacific, executive support and data-driven approach is creating a widening gap between digital leaders and those falling behind.

New research has confirmed widening gaps in digital marketing maturity across Asia Pacific and while all countries understand the importance and value of digital, no country is taking full advantage of the opportunities it presents.

The third annual APAC Digital Marketing Performance Dashboard was conducted by the CMO Council in partnership with Adobe. It included a six-month in-field program 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, Korea, Singapore, Hong Kong and India. Senior marketers within the Asia Pacific region from a range of industries took part, with 44 percent holding a title of Vice President or higher.

Stephen Hamill, Managing Director Adobe South East Asia, said there needed to be a shift in thinking in the region.

“In Singapore specifically, and more generally right across the region, more needs to be done to prove the value of digital marketing investment. For brands that do not have e-commerce channels, it's hard to directly link revenues to campaigns as there's a gap in the fulfillment process. Hence, there may be a difficulty in convincing stakeholders based on proving financial ROI alone.

Here's more from APAC:

The Adobe APAC Digital Marketing Performance Dashboard identified that those countries with strong support for digital marketing from senior executives are moving to leadership positions. In Australia, Chief Marketing Executive ownership is at 54% in 2014, followed by India (42%), Hong Kong (40.6%), Korea (39%) and Singapore (37%). Having a strong digital champion within the leadership team remained steady across the region at 38% between 2012 and 2014; however, Australia is pulling away with 62% in 2014, followed by Hong Kong (46%), Singapore (41%) and India (39%).

Lines of businesses as well as channel partners and sales teams continue to be strong advocates for digital marketing with more calling for increased digital spend across Asia Pacific. Since 2012, the number of lines of businesses who are calling for increased investment in digital has increased from 15% to 25% in 2014. Channel partners and sales teams who are doing so have more than doubled from 15% in 2012 to 34% in 2014.