May 11 (Business Standard): A new research released by Adobe along with the CMO Council shows that Indian marketers have the highest level of confidence in their digital marketing proficiency in APAC, with 43 per cent rating their approach as 'very good' or 'good', compared to the 24 per cent APAC average. The research also revealed that the customer is the top-most priority for Indian marketers. Almost half of the Indian marketers responding to the research said that additional digital marketing improvements and maturity can help them create a more customer-centric and responsive organisation (47.5 per cent). The confidence also underpins a sustained and strong belief that digital is enabling engagement through the touch points that connect a brand with its customers (59 per cent of Indian marketers versus 55 per cent average for APAC marketers).

While digital-driven customer engagement is emerging as a key driver for marketers, almost 50 per cent of the respondents across APAC call out that one of the key benefits of digital as being a low-cost solution when in fact, it can have even greater organisational impact as a catalyst for transformation and customer engagement and optimisation. A majority of APAC marketers are still looking at single vector metrics such as past success of an individual campaign or a single channel, and failing to look at business value metrics such as customer lifetime value or market share improvement.