Couch Time: Are Modern (Digital) Marketers Missing the Point?
Wednesday 9 September | 11:40am - 12:20pm | Ballroom
The recent APAC Digital Directions Strategies, Mandates and Challenges report, produced by CMO Council in partnership with Adobe, set chins wagging across the country when it lifted the lid on the state of digital marketing transformation across the Asia-Pacific region. Whilst one in three Australian marketers surveyed rated their digital marketing proficiency as “pretty good or high”, many admitted that they were still struggling with a number of key issues central to driving business transformation.
Core issues spanned challenges with budgets, skillsets, short termed views of digital marketing efforts, identifying the right technologies and tools to take the next step, and an over focus on acquisition focused marketing efforts over retention marketing – even when respondents understood that digital improved customer loyalty and overall customer experience.
The report also noted that the top digital priorities for 2015 are strengthening digital content strategy, deeper customer profiling and insights, and social media optimisation. In this Couch Time session, two senior brand marketers will be interrogated to uncover their views on these findings, to debate which of this findings are most relevant (and which aren’t), as well as to discover their opinions on emerging digital areas such as native advertising, Big Data, wearable tech, marketing to millennials and more.