Strategic Integration leads the focus for 2016

by Roland Irwin |

A recent article by the CMO Council, in partnership with Adobe, made the case that digital transformation is now in the past, and that Asia-Pacific marketers need to shift their focus to visionary leadership, experiential marketing, and strategic integration.

The fourth annual “APAC Digital Marketing Performance Dashboard,” found that the vast majority of the more than 900 senior marketers from across the region who participated in the study, have embraced digital marketing and are looking to digital platforms both to create competitive advantage as well as boost customer engagement.

The CMO study found Australia is leading the APAC region in digital marketing maturity: Its marketers have jumped ahead in confidence, with a considerable increase in the number of respondents describing themselves as “highly evolved organisations.” In fact, 33% of Australian respondents are taking a disciplined and progressive approach to digital marketing, adopting new platforms, and analytics tools to underpin their strategies.

But interestingly, the big change is looking not just outwards, but inwards. The surveyed marketers have progressed beyond the idea of using digital to look outward and connect with customers, and have now turned their eyes inward to use digital technology to manage internal marketing processes.

According to the report, the main change in 2015 has been a demonstrable improvement in brands’ capacity to move beyond digital for experimentation, and establish organisational strategies to advance customer experiences. This probably stems from the challenge in measuring the value and return of digital investments. The report found that only 4% of respondents are confident in their ability to measure value and gain ROI from digital marketing investments.

Digital marketing may lead the way, but as businesses drive towards returning a positive ROI from their marketing efforts, they are looking deeper in their organisations to realise the power of their internal systems to track and effect what they are taking to market. No industry or business would not benefit from understanding a true view of their customers and employees, and how they engage with the business.

Digital is now all encompassing and Oakton believes that every business is or will be a digital business.

Having once been considered a delivery mechanism, digital is becoming a catch-all term that encompasses creativity, content creation, and community engagement across internal teams, external agencies, and partners.

Customer engagement expectations continue to change - “digital” touch-points resonate with consumers more and more everyday. By 2018 Digital Natives (Millennials) will begin to out-number all other types of consumers. The mobile revolution is in full swing and tis has dramatically effected the customer engagement expectations around their mobile. DigitalBuzzBlog reported that:

  • 80% of consumers plan to conduct mobile commerce in the next 12 months
  • 57% of users say they won’t recommend a business with a poorly designed mobile site
  • Not having a mobile optimised website is like closing your store one day each week
  • 41% of people have used a mobile device to browse for a product after seeing it in a show or advertisement
  • 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online
  • The average consumer actively uses 6.5 apps throughout a 30-day period
  • 80% of mobile time is spent in apps.

Data needs to re-organised around the customer and businesses need to make valued decisions off this data. With this comes an alignment of your CRM, analytics, data storage, data normalisation and your marketing automation technologies. The speed and volume of the data required leads businesses to look beyond existing solutions and look for flexible solutions that has given rise to the IT departments transformation to a services integration model and the "aaS" as a service solutions that are flexible and scalable.

Digital cuts across businesses and not just through the marketing departments. Those businesses that can understand their customers, how they affect the bottom line and act on that knowledge through business decisions and smart marketing will be the new leaders in their industries.

Back to list