Digital Will Steamroll Offline Spend For Marketers, Says New Research

Digital Will Steamroll Offline Spend For Marketers, Says New Research
SHARE
THIS



New research from digital excellence company Econsultancy, commissioned by marketing automation company Marketo, demonstrates the extent of the shift to digital marketing in Australia and New Zealand (A/NZ)

While almost one in three marketers plan to decrease their offline marketing spend, 60 per cent will increase their digital investment. For a quarter, digital will account for more than half of their total marketing budget.

The research also shows that almost all ANZ marketers (96 per cent) recognise that ‘a good understanding of technology is critical for senior marketing leaders’, and three out of five have increased their investment in digital marketing technology.

Aden Forrest, Marketo’s Australian managing director, said the research highlights the need for a different type of marketing professional. “Companies now recognise the role online and mobile plays in the customer journey. That means there’s a real need for marketers who are strong on analytics and up with technology, without losing sight of the customer experience.”

Yet the proportion of respondents who describe their company’s digital knowledge as ‘excellent’ has halved since 2012 (from 14 per cent to seven percent this year). Only 37 per cent of respondents believed they were better than ‘okay’ when it came to the level of digital knowledge with their organisation.

There is, nonetheless, a strong recognition of the need for a more customer-centric approach to marketing, with 73 per cent of respondents saying their company has improved in this area. Acquiring the requisite skills to improve the customer experience was a top priority for 43 per cent of client-side marketers, along with data and analytics (42 per cent).

The report highlights how the drive to digital is marked by an eagerness for marketers to provide measurable returns on their investment, but Jefrey Gomez Econsultancy’s VP APAC, said some of the metrics seem very short term in focus: “Brand recognition is seen as important by only 38 per cent of the respondents. It’s dropped a lot since the last survey in 2013 (when it was 59 per cent). I hope we’re not seeing marketers focusing on short term sales and forgetting some of the fundamental building blocks of marketing”.

It’s clear from the survey that many marketers and agencies are still struggling with how best to capitalise on the digital marketing opportunity. One agency said, “even though executives claim they understand digital, they don’t know what they don’t know”. Another said delivering a campaign across multiple channels, accessed by multiple devices and powered by a portfolio of platforms, “is both hard and expensive”.

Marketo’s Forrest said fragmentation was a concern and an opportunity. “The platforms exist to follow consumers from ad-response right through to sale, tracking all stages of the engagement process across multiple channels and devices. Getting up to speed with this technology can be a steep learning curve but many who have grasped the opportunity are improving their market share as a result.”

The survey of 472 senior agency (38 per cent) and in-house marketing staff (62 per cent) was conducted online in April and May 2015. Some 46 percent of company respondents have an annual marketing budget exceeding $1 million.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]