25 August 2015

Digital marketing works well in Southeast Asia

Source: Adobe website.

New research from Adobe confirms that marketers in Southeast Asia are increasingly focused on mobile as a highly effective form of customer interaction and engagement. The research also reveals that the mobile-first business transformation is being led by Asia Pacific.

The Adobe Digital Index Best of the Best Benchmark 2015 compares the overall average versus the top 20% websites as rated on six key performance indicators across eight regions: Southeast Asia* (SEA), Australia and New Zealand, India, South Korea, Hong Kong, mainland China, Japan and the US. Key performance indicators are smartphone and tablet traffic; stick rate**; visits-per-visitor; time spent; conversion rate; and click-through-rate. The research provides insights to determine how the best digital marketing organisations are performing relative to the average.

“The best digital marketers in Southeast Asia are delivering strong results in some key performance areas,” said Tamara Gaffney, Director, Adobe Digital Index. “Not only did we see the gaps increase for smartphone visits between the best of the best websites and the average websites, we congruently saw the “best of the best” are also moving away from the average in terms of stick rate, indicating the direct correlation between mobile capability and consumer engagement.”

Key findings in the Best of the Best Benchmark for Southeast Asia include:

· SEA saw double-digit increases year-over-year in their share of smartphone visits, with an 18% increase for best of the best websites and 11% increase for average websites

· SEA had among the highest share of traffic from tablets from all regions covered in the research, with a 40% difference between the best of the best websites and average websites

· Loyal return visitors are more prominent in SEA than the US, both from average websites and best of the best websites, which equates to higher loyalty and reduced acquisition costs

· However, some of the weakest conversion rates are from SEA, indicating understanding consumer mobile and desktop activity is lacking and possible friction in the process and experience

· Time spent on websites, which is the best metric for site engagement, and the best of the best websites were 22% higher than the average; all countries in Asia Pacific fared better than the US

· Click-through rate was weak in SEA, showing a lack of alignment between consumer intent and advertising execution

“It’s clear mobile optimisation is no longer an option, and if businesses are under-skilled in mobile development, it will put them at a severe disadvantage,” said Gaffney. “Asia Pacific (APAC) is dominating when it comes to smartphone and tablet visits. We’re seeing the best websites in APAC coming out head of the US, with more than 50% of their visitors coming from smartphones, and increasingly high success rates in areas like consumption and stickiness. The data is telling us that delivering seamless experiences across devices is the key to acquisition and engagement.”


The Best of the Best Benchmark is part of Adobe’s strategy to give back to practitioners. To find out where your organisation falls on within the Benchmark take Adobe’s Digital Marketing Maturity Assessment.

*Southeast Asian countries evaluated for this study were Singapore, Cambodia, Laos, Myanmar, Thailand, Vietnam, Brunei and Malaysia.

**Stick rate is the percentage of visits that last more than one page.