Marketing budgets set to soar more than 20%

Marketing budgets set to soar more than 20%
SHARE
THIS



More than half of Australian companies plan to increase their marketing budgets this year, while 71% plan to boost their digital marketing spends, according to a new report.

The figures come from Responsys’ global annual Marketing Budgets report conducted in partnership with Econsultancy which predicts overall marketing budgets will jump 23% in 2013, while digital marketing budgets will hike 28%.

According to the report, digital investment is increasing the most in areas of search engine optimisation, email marketing for engagement and retention, and email marketing for acquisition.

Lead generation, video advertising and paid search also scored well.

But 34% of respondents pointed to company culture as a major challenge to further digital investment, with unsupportive management to blame.

Simon O’Day, VP Responsys Asia Pacific said: “While it’s good news that digital investment is rising, it’s still concerning that a third of marketers consider company culture a challenge preventing further growth. With digital now recognised as an essential channel for marketers, I am surprised this figure is so high.”

In the mobile space, mobile apps rated as the most popular channels used by marketers this year with 47% of marketers confirming they used apps, followed by QR codes (45%), mobile search marketing (39%), mobile-optimised emails (36%) and mobile advertising (34%).

SMS (32%), location-based marketing (27%), mobile commerce (24%) and mobile coupons (15%) also featured in the top ten. Near Field Communication, or NFC, was rated the least popular mobile channel, with only 8% of marketers nominating the technology as a method they used.

Econsultancy singled out location-based marketing as a huge growth area, despite its average score.

O’Day said: “While only a quarter of marketers are using location based marketing, this area is going to gain momentum over the next couple of years.

“With the availability of targeting technology there’s a real opportunity for marketers to be more intuitive and capture the consumer’s attention wherever they are.”

The report surveyed a total of 834 respondents, 457 of which were client side marketing professionals and 377 of which were supply side agency and technology experts. 

 

Please login with linkedin to comment

Latest News

New Adshel Research Shows The Power Of Brands Owning The Journey
  • Advertising
  • Marketing

New Adshel Research Shows The Power Of Brands Owning The Journey

Connecting with your audience is not just about the destination – and new Adshel research shows the commute is a valuable time to prime, engage and influence. New research launched at Adshel’s industry events last week in Sydney and Melbourne has identified significant and surprising changes in the way Australians commute to work. The research […]

Libby Trickett Stars In National Fisiocrem TV Campaign
  • Campaigns

Libby Trickett Stars In National Fisiocrem TV Campaign

Massage pain relief cream, fisiocrem, recently launched a national television ad campaign featuring Australia’s golden girl, Libby Trickett. The advertisement features the former three-time Olympian-turned-mother and her two children Poppy (three years old) and Edwina (six months old), and showcases a 30-second snapshot into a day in the life of the Trickett household. Targeted at […]

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws
  • Campaigns

Australia Welcomes The Meerkats To The Neighbourhood With Open Paws

Leading comparison service Compare the Market launched its ‘Simplesness’ philosophy to the nation on Sunday night via its latest TVC, announcing the meerkats’ big move to the Land Down Under to spread their important message. The TVC – ‘BBQ’ – sees our favourite Russian meerkats move in next door, to introduce their new neighbours to […]

Bashful Group Launches Specialist Creative Agency
  • Advertising

Bashful Group Launches Specialist Creative Agency

Bashful Group has unveiled a new specialist creative agency that provides 360-degree services across the luxury, fashion, beauty and lifestyle sectors. Smile Agency was launched by Bashful Group CEO and co-founder Simon Bookallil, along with co-founder and creative director Emil Vrisakis and business director Jolene Cornford. It will offer services such as strategy, creative, production, […]

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch
  • Advertising
  • Campaigns

Apple Unveils ‘Better You’ Campaign For Launch Of The Latest Apple Watch

They haven’t exactly taken the world by storm as Apple would’ve hoped, but it appears the planet’s first trillion dollar company is persevering with its Apple watches all the same. Cue latest campaign to promote the new Apple Watch Series 4. The campaign, titled ‘Better You’, shows a young bearded man morph into multiples of himself as he […]

by B&T Magazine

B&T Magazine
oOh! Taps Virgin Mobile CEO As Chief Customer Officer
  • Media

oOh! Taps Virgin Mobile CEO As Chief Customer Officer

oOh!Media has appointed former Virgin Mobile chief executive officer David Scribner as its chief customer officer, a new role to support the company’s strategy to deliver on its vision of being a new out of home media company. Scribner, one of the few former chief marketing officers who was elevated to CEO, brings proven experience in […]

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low
  • Media

Sunday TV Wrap: The Project’s Serena Williams Coup Fails To Rate As Ten’s Share Hits Worrying Low

It was arguably The Sunday Project’s coup of the year – a one-on-one interview between star recruit Lisa Wilkinson and tennis ace Serena Williams, yet once again the show failed to pull an audience last night. Despite Williams’ reluctance to answer any questions about her recent US Open meltdown and Wilkinson’s admirable persistence, last night’s episode struggled to […]

by B&T Magazine

B&T Magazine
Officeworks & Initiative Renew Media Contract
  • Media

Officeworks & Initiative Renew Media Contract

After a closed review, Initiative has successfully renewed its national media planning and buying communications contract with one of Australia’s leading every-channel retailers, Officeworks. The renewal continues a partnership that started in 2008. Initiative drew heavily on its knowledge and experience in the review period to forecast tangible efficiencies and effectiveness for future Officeworks media investments. […]

Study: 93% Of Aussie Parents Want Water Marketed To Their Children
  • Marketing

Study: 93% Of Aussie Parents Want Water Marketed To Their Children

A new study by parent advocacy group Parents’ Voice has found that 93 per cent of Australian parents agree that water should be the default option in kids’ meals and have labelled the fast food outlets as main culprits for promoting sugary drinks. The advocacy group is increasing the pressure on fast food companies with a new […]

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine