Digital Marketing in Asia: Regional marketing dynamics

In the recent publicly released report, "Asia Digital Marketing Survey", for Heidrick & Struggles, (the world’s premier provider of senior-level executive search and leadership consulting service) Aha! Research found there is no shortage of interest and intent to explore digital advertising options among senior marketers. Yet, spending has failed to keep pace with the plans. For instance, while marketers in the U.S. and Europe placed upwards of 20-25% of their total advertising budgets on digital channels in 2007-2008, Asia wallowed closer to 10-12%. And while our respondents say they plan to increase digital ad spend to as much as 28% in 2009, evidence of this is spotty at best. Marketers throughout Asia confess only limited comprehension of digital marketing and its inherent benefits. Others say that media planning or creative agencies remain poorly equipped to handle their digital marketing and advertising needs. Continue reading