Digital Media is facing rapid adoption rate among Indian Marketers: Adobe
Adobe has released the second annual Adobe APAC Digital Marketing Performance Dashboard, a study done by the CMO Council. A six-month in-field programme comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study, including 43 respondents from India.
Umang Bedi, Managing Director, Adobe South Asia, stated, The dashboard reflects the changing dynamics that Indian marketers are witnessing today a big shift is seen in how the marketers have progressed over this one year in this space. Over 80% of marketers are using analytics and reporting technologies for better understanding. Challenges in terms of finding the right skill sets remain. However, Indian marketers lead the APAC region in terms of their growing confidence in their skill sets.
As per the study, it has been revealed that digital marketing has seen massive progress in India in the last 12 months in terms of understanding, readiness and adoption.100% marketers in India now believe that digital marketing can create competitive advantage for their company, helping them create a more customer-centric organization, helping with brand differentiation and building greater customer affinity and attachment (45%).
The percentage of marketers spending over 50% of their budgets in digital marketing has also increased substantially from 2% in 2012 to 22% in 2013. In terms of spend, 75% of marketers have been allocating their digital marketing funds on websites (content development and performance optimization), SEO and SEM, social and email.
However, a good proportion of marketers feel their current ability to measure the value and RoI of their digital marketing spends is “Getting Better” or “Needs Improvement”.
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