Research: More Digital Marketers Think They Know What They’re Doing

Research: More Digital Marketers Think They Know What They’re Doing
SHARE
THIS



Australian marketing professionals have grown significantly more confident in their digital marketing abilities with more than three-quarters of marketers now rating their skills as “excellent” or “good”, compared to 60% 12 months ago.

The figure is one of the key takeaways from the report Emerging Trends in Digital Marketing, an annual study into Australian and New Zealand digital marketing attitudes and practices conducted by First Point Research & Consulting on behalf of Sitecore Australia.

The number of marketers tracking their digital ROI has increased from eight in 10 (80%) in 2013 to nine in ten (90%) today, however there are significant differences between business-to-consumer (B2C) and business-to-business (B2B) marketers.

B2C marketers are far more likely to measure ROI and to approach the measurement with clarity of purpose. Because of the ability to quantify success, they are also more likely to believe they have executive support for their activities and less likely to cite budget limitations as a barrier.

This compares to almost one-third of B2B marketers admitting they either do not measure ROI, or they fail to use the information they collect. This failure to measure ROI represents a significant challenge for B2B practitioners and, until the situation changes, will hinder the take-up and success of digital B2B marketing.

The metrics used to determine marketing success have become markedly more sophisticated in 2014. The use of conversion, sales and new customer acquisition metrics has increased from 12 per cent in 2013 to seven in ten (69%). The number of marketers monitoring leads generated has risen from four in ten (44%) to just over half (56%), and a similar number (49%) say they now use KPIs aligned with business objectives.

While web analytics are still used predominantly for reporting and insights, the study found they are also being used more widely for recommendations about site optimisation and conversion optimisation.

The use of personalisation attracted significantly more interest from marketers during the last 12 months and is now viewed as the number one area of growth by just over one-quarter (26%) of marketers, compared with one in eight (12%) in 2013. While all marketers express heightened interest in personalisation, the consumer sector is most engaged, with more than one-third (34%) of B2C marketers viewing personalisation as the major growth opportunity compared with one in eight (13%) of B2B marketers.

Use of social media has also leaped ahead and is now used by seven in ten (68%) of marketers, compared to six in ten (57%) in 2013.

Web analytics and email marketing remain the most common digital activities in 2014,used by more than nine in ten (90%) of marketers. Along with social media and apps, they are also widely considered to be key growth opportunity over the next 12 to 18 months.

The biggest priority for marketers in 2015 is better use of big data, particularly in the areas of marketing automation, content profiling and integration to the CRM.

Overall marketer attitudes to digital practices remain optimistic and enthusiastic. Marketers feel they are well supported by management. They are more confident in their personal skills and in the competitive positioning of their organisations.

To download the report, go here.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]