SYDNEY: Many of Australia's marketers are "missing the point" as regards digital, according to a leading CMO Council executive in that country, who says they are stuck in a campaign mentality instead of looking at the overall customer experience.

The comments of Liz Miller, svp/marketing, came as the Council published, in partnership with Adobe, the latest APAC Digital Directions Strategies, Mandates and Challenges report, based on of 648 marketers from across Asia-Pacific, 19% of whom were from Australia.

This revealed how Australian marketers think of digital: for 68%, it was about enabling additional customer touchpoints, while 51% saw it delivering more cost-effective customer acquisition, and 41% said it improved customer loyalty.

Just over one in three said it lifted overall customer experience and responsiveness.

Further, Australian marketers were found to largely rely on single vector or historical metrics to gauge success such as click-through rates (70%), campaign ROI (49%) and response rates (73%).

Miller expressed frustration at this approach, noting that very few were measuring business metrics such as revenue per customer (16%), customer lifetime value (15%), and market-share movements (16%).

"What is really holding us back is this campaign-centred approach where everything goes into a silo and into a neat little bucket-world of digital marketing where you have your website and social and your advertising and SEO," she told Mumbrella.

"What we are failing to connect is how all of these individual points on the journey link back to the customer."

The study showed that those marketers favouring business-oriented metrics had higher levels of confidence in digital (75% v 59%), had less difficulty securing digital investment, and claimed to be growing a profitable business faster (45% v 33%).

Miller pointed to the example of "advanced brands such as Starbuck". These "see digital as part of the overall customer experience toolbox... they're finding ways to create holistic experiences where customers need and expect them".

Data sourced from CMO Council, Mumbrella; additional content by Warc staff