India emerges as one of the digital marketing performance leader - Adobe Study

New research from Adobe and CMO Council has revealed that India has emerged as one of the digital marketing performance leaders in the APAC region after Australia.  The annual study that measures digital marketing performance on four key parameters – mindset, marketing readiness, marketing skills and organizational alignment – shows that India’s digital marketing performance is at par with the APAC average across mindset, organizational alignment and marketing skills, but well ahead of it in marketing readiness.

 However, while India has emerged as one of the leaders, it has dipped in its own performance this year as compared to last year. It is important to note that India scored much higher than the APAC average last year.

 “This year we are noticing that the Indian marketers are reflecting on the efficacy of their campaigns and shifting from a tactical campaign-specific, KPI-driven approach, to demonstrating the business impact and value of digital as a strategy to engage customers,” says Umang Bedi, Managing Director – South Asia, Adobe. “India is going through the same stage of advancement that was noticed in mature markets like Australia and North America a while back. We expect that India’s leadership in digital marketing will only get stronger from here and will enter the next phase of digital advancement.”

96% of the Indian marketers have high confidence in the ability of digital marketing to drive competitive advantage. This is amongst the highest in APAC with only Australia leading with 97%. However, while Indian marketers believe that the key driver to adopting digital is the ever-growing internet population (70% in India vs. 59% in APAC), their belief that customer preference and digital dependence drive the adoption of digital, and digital can engage and activate the audience, is lower than the APAC averages