Marketing Is The New Rocket Science

Marketing Is The New Rocket Science
SHARE
THIS



Results from the ADMA Global Forum 2014 show the vast majority of respondents consider the current role of the marketer to be highly complex, with the interdependence between technology and marketing set to increase over the next three years.

While 83 per cent of respondents described the role as challenging, a further 15 per cent said marketing is like rocket science.

The research was conducted by Oracle Marketing Cloud who surveyed 96 marketers at ADMA Global Forum Sydney.

Survey results uncovered that more than half (52 per cent) of businesses are leveraging cloud technology to support the marketing function, with a further 30 per cent planning to implement cloud technology by 2017. This is indicative of the rapidly changing marketing landscape, demanding today’s marketer to demonstrate technical skills, traditionally the domain of IT professionals, in addition to their marketing expertise.

Paul Cross, Vice President of Customer Success, JAPAC at Oracle, said, “The role of marketing is undergoing a significant transformation as organisations adapt to increasing consumer demands for personalised and relevant experiences. While the survey findings highlight increasing complexities in the role, the increasing ability of marketing to drive business growth is significant, and this is why we can expect to see marketing budgets increasing and teams growing.”

Also reflected in the survey findings is the potential increasing value of marketing in an organisation. 44 per cent of those surveyed said their team had increased in size over the past 12 months while 55 per cent of respondents anticipate their marketing budget will also increase over the next twelve months.

Findings indicate that marketers are planning to implement new tools into their marketing strategy, with 62 per cent of respondents looking towards a social solution and 54 per cent to cross channel marketing. Marketing Automation and Data Management are also on the agenda, with the majority of respondents (91 per cent) looking to implement either one of these tools.

“At the core of modern marketing is customer centricity, delivering a highly personal customer experience enabled by the use of data,” said Cross.

“Knowing how to use data can be viewed as complex, however the survey findings demonstrate that savvy marketers are looking to new tools which allow them to further innovate whilst also achieving greater marketing simplicity. Today’s modern marketer can gain real returns from cross-channel marketing with highly personalised customer outreach but in an automated and orchestrated manner.”

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]