Home Industry Market VIDEO: CMO and Adobe talk next-gen customer service and experience

Adobe and the Chief Marketing Officer Council are telling marketers to ‘embrace the next evolution of customer experience, integrating content and creativity.’

New research from Adobe and the CMO Council reveals marketers need to turn their attention to the next evolution of marketing, boosting focus to integrate content and creativity as the foundation of customer experience, the driver of how customers interact digitally and a critical point of alignment for organisations.

The fourth annual APAC Digital Marketing Performance Dashboard was conducted by the CMO Council in partnership with Adobe, and the newest 2015 edition can be downloaded here.

It included a three-month in-field program comprising quantitative surveys with over 900 marketing executives.

The study benchmarked the levels of adoption, traction and success of digital marketing in Australia, New Zealand, China, Korea, Singapore, Southeast Asia, Hong Kong and India.

For the first time, the 2015 Digital Dashboard also examined creative empowerment and content velocity indicators, both critical to delivering an integrated and compelling customer experience.

The full video of the Digital Dashboard’s 2015 launch with plenty of fascinating insights and information can be watched below.

The 2015 Digital Dashboard has found a significant majority of Australian marketers believe digital marketing can create a competitive advantage for their organisation, and Australia continues to lead the region when it comes to digital marketing maturity.

However, the inclusion of creative empowerment and content velocity indicators has uncovered challenges for the next frontier of customer experience.

Paul Robson, President of Adobe Asia Pacific said: “The 2015 Digital Dashboard has found 28% of marketers report creativity and the development of content are handled ad hoc and as needed; there’s no over-arching, organisation-wide strategy driving it.

“Further, just 29% advise that content creators collaborate and share creative content to unify and align across all customer touchpoints.

“Organisational silos have long been a pain point in digital transformation, but the focus has been on solving them for data. What we are seeing now is that silos also exist across creativity and content creation and that will hold back advances in customer experience, which is a critical requirement for competitive advantage and business success.”

Australia leads the Asia Pacific region when it comes to digital marketing maturity, senior management support and sophistication of marketing analysis.

Robson added: “In the 2015 Digital Dashboard more Australian marketers report that their digital marketing maturity is highly evolved, up to 23% from 14% in 2014; 49% of marketers rated their ability to measure the value and return of digital investment as excellent or very good, a jump from 36% in 2014.

“More Australian marketers are measuring data throughout the life of campaigns, up to 26% from 11% in 2014. The increase is promising but still low and means many marketers are missing important data points that could be used to drive better business results.”

More key findings from the 2015 Digital Dashboard include:

  • Organisational support for deploying new insight-driven, omnichannel programs is generally low across Asia Pacific, with just 9% having a culture dedicated to a unified, dynamic customer experience, 14% for Australia
  • 25% of Australian marketers take a mobile-first mindset when mapping experiences and engagements; the Asia Pacific average is 18% 24% of Australian marketers are struggling to connect functional silos in order to achieve a single customer truth, above the APAC average of 17%
  • Skill levels remain stagnant with 18% of marketers advising their skill set for digital analysis is a high priority; only 22% advise they have an experienced, dedicated headcount for data analysis, down from 26% in 2014.

Liz Miller, SVP of Marketing at the CMO Council noted the 2015 Digital Dashboard has revealed Australian marketers are entering the second wave of digital transformation.

Miller said: “Australian marketers have moved beyond discussions about the value of digital. While some organisations are just beginning their digital journeys, questions now centre on how to implement and better align to the expectations of the customer, rather than whether to go ahead.

“Marketers want to re-start innovation, with a focus on content and creativity, and mobile.

“Delivering the next evolution of customer experience won’t be possible without the right marketing leadership and vision; a CMO or Head of Marketing who can bring together all of the creativity and content silos and deliver a seamless campaign.

“Without a leader who has a view of the entire eco-system, the evolution and implementation of customer experience will be threatened.”

Liz Miller offers three areas of focus for marketers in the year ahead:

  • Keep reporting against business KPIs and define digital success in terms of business goals – this is what resonates with the leadership team.
  • Re-define what data means and see it as the embodiment of the customer, not just a reporting metric.
  • Content and creativity are key, and together with strong organisational data mindset and execution, will be the fuel that catapults customer experience forward.

You can download the APAC Digital Marketing Performance Dashboard 2015 here.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.


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