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ICT budgets are gradually pivoting away from the traditional CIO/IT toward line-of-business unit leaders in the region, namely marketing and especially chief marketing officers, who are now catching up with their peers in other regions. The CMO is taking a greater leadership role in ICT buying and digital transformation.


  • Ovum estimates that 7–10% of ICT budgets sits with CMOs in Asia-Pacific in 2016 and expects this proportion to rise to close to 20% in the next 24 months. In total, Ovum estimates that close to 30% of the ICT budget now sits outside the CIO office in 2016 in the region.
  • Across the region, enterprises in Australia, New Zealand, Singapore, and Hong Kong lead in terms of CMOs having a larger proportion than average. Enterprises in these countries are also ahead of the digital curve.
  • Enterprises in more traditional markets such as Korea, Taiwan, and Vietnam have a more centralized ICT procurement process, with CMOs being influencers rather than actual budget holders. The migration here away from CIO/IT will be more gradual, although the CMO plays a critical role in driving spending.

Features and Benefits

  • Evaluates the top priorities of CMOs in the Asia-Pacific region.
  • Explains how service providers should engage with CMOs in the region.

Key questions answered

  • What are the top technologies in demand by CMOs in the Asia-Pacific region?
  • What are the top KPIs of CMOs in the Asia-Pacific region?

Table of contents


  • In brief
  • Ovum view

The impact on service providers and vendors

  • Recommendations


  • Methodology
  • Further reading
  • Author

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