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

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


What best describes you?

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.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]