Digital marketing agencies in the Asia-Pacific are among the most progressive in the world, according to a new study commissioned by Kentico Software and conducted by research agency Millward Brown.
The “The Digital Agencies 2016 Report” was created from the results of some 300 interviews with senior managers and directors of digital agencies that were based in the Asia-Pacific region, the UK, Europe and North America. While limited only to Australia and New Zealand, it does offer a glimpse of the priorities and concerns of agencies in the region.
In this case, the report’s objective is to explore what many of today’s agencies like the Digital Hyve Marketing Agency are doing to maintain competitiveness in a market that is experiencing both growth and rapid change.
Among others, the survey found that in the Asia-Pacific, 7% of the agencies were planning to invest in new software, 14% were planning to invest in new hardware, while another 20% are planning in outsourcing more work.
“That Asia-Pacific digital marketing agencies lead other major markets in investment and expansion plans in 2016 illustrates both the health of the local sector and the increased importance organizations are placing on reaching their target audiences through digital channels,” said Wayne Jasek, director of APAC operations for Kentico Software.
Ultimately, the greatest contributors to success is still the people, including clients being able to communicate what they need, and employees understanding the task at hand. Finally, clients that are willing and able to cooperate are also important.
Interestingly, almost all of the higher-performing agencies plan to hire new people (90%). The definition for above and below-average agencies is based on self-evaluation, though the report says the definition also reflects turnover in 2015. Revenue was approximately US$4.5 million in above-average agencies and US$1.9 million in below-average agencies.
Digital agencies are most interested in hiring graphic designers, says the survey. And they are being paid more than developers and marketers, which is particularly the case at higher-performing agencies.
The report can be downloaded here.