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ADMA - Regional Digital Marketing Survey (2007) 14/12/2007 Research conducted by the Asia Digital Marketing Association (ADMA) in conjunction with Digital Media, the HK4As, the IAA HK, the HKDMA and the HKIM, reveals that the use of digital marketing is on the rise in Asia Pacific. The results of the fourth annual industry survey conducted by the Asia Digital Marketing Association (ADMA), indicate that both large and small companies are increasing their investment in digital marketing. 39% of respondents said they will spend more than 15% of their marketing budget on digital marketing. This represents an increase of 16% over 2006. Over two thirds of those surveyed said that their online budgets have increased over last year. The survey was conducted online among 108 marketers regionwide, in conjunction with Digital Media magazine, the Association of Accredited Advertising Agencies of Hong Kong, the Hong Kong Direct Marketing Association, the Hong Kong Institute of Marketing and Aha! Research. Marketers are increasingly diversifying the deployment of various digital vehicles as they begin to try out consumer-generated media like blogs and peer-to-peer sites as well as increasing investment in search engine optimisation and paid listings; both these two categories rivaling the use of online advertising. Of the 20% of respondents that indicated that they deployed mobile marketing, SMS continues to be the predominant method of communications. It is encouraging to see marketers looking at other forms of mobile communications like bar codes/QR codes and mobile in-game advertising to interact with their customers. While online users continue to flock to video file-sharing sites, marketers have not jumped on the bandwagon by using these sites to distribute any of their brand's marketing videos. "Not every company yet sees digital as an essential part of the marketing mix," said David Ketchum, Chairman of the ADMA. "The trend over the years we have done the survey is that marketers are investing more online and are less and less concerned about Spam and privacy issues." The fourth annual survey's purpose was to establish the state of digital marketing in Asia region, and to compare the current data against last year’s benchmark for trends. Questionnaires were emailed in September 2007 to a pre-qualified list of respondents from various industries who had opted-in to receive communications. The sample size of the survey was 108 and the results are intended only, as the sample is not weighted nor projected to a total universe of companies or advertisers. To view a detailed report of the results in PDF format, please click the link below.  Download the research |
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