1 What is your current position in the company?

☐CEO ☐Marketing manager ☐Marketing assistant ☐Sales manager

☐Sales assistant ☐Others, please
specify:__________________________________________
2 What business sector the company is operating in? Please Choose an
item.

Below are common reasons for using digital marketing, please rate
them in terms of importance from your own point of view according to
scale 1 (Unimportant) to 5 (Extremely important)
o Cost-saving ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5
o International presence ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5
o Customer engagement ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5
o Easy to measure return on investment ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5
o Collect insights into customer’s preference and opinions about a
product/service ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5
o Able to reach more prospects regardless of geographical distance
☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ 5

Please rate the effectiveness on sales of the following digital

marketing activities
o Search Engine Optimisation (SEO)
☐Ineffective ☐Moderately effective ☐Very effective ☐Unfamiliar
with the term
o Social media (e.g. Facebook, Twitter, Google +, Pinterest, etc.)
☐Ineffective ☐Moderately effective ☐Very effective ☐Unfamiliar
with the term
o Online advertising
☐Ineffective ☐Moderately effective ☐Very effective ☐Unfamiliar
with the term
o Email marketing ☐Ineffective ☐Moderately effective ☐Very
effective ☐Unfamiliar with the term
o Viral/ Content marketing (i.e. This can include videos on Youtube,
blogs, email marketing, as well as traditional elements, but the aim
is to ensure that the content captures the imagination of target
market, and that the content spreads naturally through online
communities) ☐Ineffective ☐Moderately effective ☐Very effective
☐Unfamiliar with the term
o Pay-Per-Click advertising (e.g. Google Adwords)
☐Ineffective ☐Moderately effective ☐Very effective ☐Unfamiliar
with the term
o Mobile marketing (e.g. mobile apps, QR code) ☐Ineffective
☐Moderately effective ☐Very effective ☐Unfamiliar with the term

Please specify the reasons that hinder your organisation from being
familiar with digital marketing concept?
(You can select more than 1 options)
☐The lack of time and knowledge to learn about digital marketing
(e.g. its functions and benefits, how to take advantage of it)
☐The lack of technical understanding needed for digital marketing
☐Limited opportunities to attend workshops/ trainings about digital
marketing
☐Being sceptical about return on investment of digital marketing
☐Simply not interested in digital marketing and pleased with current
traditional marketing methods
☐High perceived risks about online activities (e.g. e-commerce
frauds, copyrights, damaged brand image, etc.)
☐Other reasons, please specify_____________________________________

III. Marketing expenditures on digital activities

14 What percentage of the marketing budget of your enterprise was
spent only on digital marketing in 2013?
☐Less than 30 percent
☐31 percent – 50 percent
☐More than 50 percent
15 Please estimate marketing expenditures spent on digital activities
which are currently being used?
o Web design and SEO
☐Less than 30 percent ☐31 percent – 50 percent ☐More than 50
percent o Social media ☐Less than 30 percent ☐31 percent – 50
percent ☐More than 50 percent
o Online advertising
☐Less than 30 percent ☐31 percent – 50 percent ☐More than 50
percent o Email marketing
☐Less than 30 percent ☐31 percent – 50 percent ☐More than 50
percent o Viral/ Content marketing (i.e. This can include videos on
Youtube, blogs, email marketing, as well as traditional elements, but
the aim is to ensure that the content captures the imagination of
target market, and that the content spreads naturally through online
communities)
☐Less than 30 percent ☐31 percent – 50 percent ☐More than 50
percent o Mobile marketing (e.g. mobile apps, QR code) ☐Less than 30
percent ☐31 percent – 50 percent ☐More than 50 percent
o Pay-Per-Click advertising ☐Less than 30 percent ☐31 percent – 50
percent ☐More than 50 percent
16 What changes will the company make to its current digital
marketing expenditures in 2014?
☐Maintain the current spending ☐Increase the current spending
☐Reduce the current spending
17 Which digital activities will the company focus and invest further
in 2014 (please select 3 options)?
☐Web design and SEO
☐Social media
☐Pay-Per-Click advertising
☐Online advertising
☐Email marketing
☐Viral/ Content marketing
☐Mobile marketing

indemnified