With this month’s publishing of the fifth Asia Pacific Digital Marketing Yearbook, the ADMA (Asia Digital Marketing Association) has reaffirmed its position as the leading non-profit association for digital marketing specialists in the region. The yearbook is designed to help marketers not only based in the region, but anyone wanting to tap into it, see beyond the use of digital technologies and get real insights that will help them focus on their customers.
This edition has expanded market-by-market sections with the inclusion of social media, as well as more information than ever before on online demographics, user behaviour, online advertising, mobile, and e-commerce. The yearbook’s target audience are marketers, advertisers, their agencies, and anyone looking to maximise the digital potential of their business in the region.
To download the free electronic version of the 2011 Asia Digital Marketing Yearbook for free, visit www.asiadigitalmarketingyearbook.com. The yearbook is available in a 98-page printed edition for members.
“The online opportunity in Asia Pacific in 2011 has reached scale, and marketers can now deliver significant business results. Engaging consumers online and joining conversations was only the start”, says David Ketchum, ADMA Chairman. “Measuring impressions, ‘likes,’ click-throughs, cost-per-click, and email open rates are still useful metrics, but marketers are increasingly actively influencing and enabling purchases. Digital drives e-commerce and offline retail sales, generates sales leads, increases a brand’s net promoter scores, and makes a significant contribution to CRM.”
Statistics and insights from the Yearbook reveal the trends. In 2010, Asia Pacific had more than 825 million internet users, 42% of the global total. 21.5% of the region’s total population is online, with 700 million more to be added by 2015. Massive mobile penetration and widespread broadband availability are also significant growth factors.
The influence of the web on purchasing behaviour is growing. For example:
– 65% of consumers use online services to locate nearby products and brands.
– 26% of mobile users say they will use their mobile device in-store to research products and prices.
– 35% of Asia Pacific consumers say that more than 10% of their monthly shopping expenditure is done online.
– Taiwanese internet users spent an average of US$4,041 online in the past 12 months, and the Chinese were second with US$2,557.
– E-commerce sales (excluding travel) hit US$156.9 billion in the region in 2010, and are expected to grow to over US$250 billion in 2012.
– The web’s travel sector is red hot, with US$15.4 billion in revenue in China in 2011, and US$4 billion in India.
– Online music sales are up 28% YOY in the region to US$7 billion.
The Yearbook is compiled by editor Rachel Oliver from government, industry, company and research data, is the single most comprehensive source available for the Asia Pacific region on e-commerce, social media, direct marketing and other digital campaigns.
More information on the ADMA can be found at www.asiadma.com