A study by Oracle and direct marketing associations including ADMA finds that India is the only region, amongst Australia, New Zealand, Singapore and India, where mobility was rated highly as a strength and not as the major weakness. ‘The CMO of Tomorrow’ says the marketing heads have serious issues to deal with today. Digital channels, smart mobility and new marketing and advertising technologies are fundamentally redefining what is expected of marketing leaders. Among several aspects that they have to grapple with, “perhaps most importantly, they have to lead consumer advocacy when it comes to product development and delivery,” says the study.

Except India, every region cited the lack of budget as the biggest problem.

For Indian executives, 67.5 per cent said revenue was a clear key performance indicator.

Almost 80 per cent of Indian respondents said that they were excited or enjoyed working in analytics and 40 per cent of respondents said that predictive analytics was on their to-do list in the next twelve months.

The majority of respondents believe that their organisations are already sophisticated users of digital technology, with more than 80 per cent rating their performance as average or above. Executives were very confident about their ability to work with data, with more than 78 per cent suggesting this was something they were very good or excellent at.

IT, Financial Services and Media were the three biggest verticals, but Retail, Professional Services and Travel were also featured heavily.

Indian companies are much more likely to manage their digital advertising internally. Indeed, more organisations reported managing it internally than those using a hybrid or fully outsourced model combined.

ADMA, the Direct Marketing Associations in India, Singapore and New Zealand, and Oracle Marketing Cloud surveyed 450 senior executives in the Asia Pacific region.

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