Australian Companies Lagging On Martech Know-How

Australian Companies Lagging On Martech Know-How
SHARE
THIS



Digital strategy agency, ntegrity, today announced the findings from its annual report titled Australian Digital Success Report, which looks at how Australian organisations – spanning mid-to-top-tier firms, NFP and government – are performing digitally, and what is holding them back from achieving digital success.

The Australian Digital Success Report is based on qualitative research with well-known brands, such as Dyson, Bupa, Target, WorldVision and Greenpeace, as well as quantitative surveys taken of more than 300 marketers, including senior executives and department heads, conducted over five months.

The report measures the digital confidence levels of Australian companies, categorising them into three main segments, ‘Digital Sideliners’, ‘Digital Climbers’ and ‘Digital Achievers’, and aims to understand the use and value of martech tools, the most important drivers of digital success and what is preventing companies from reaching Digital Achievers status.

Administered by independent market research agency, The Insights Grill, the study revealed key findings including:

  • The largest challenge companies face with their martech is knowing what to invest in. This is a consequence of there being over 7000 platforms, software and technologies available to choose from, ranging from names like Salesforce and Facebook, to Hubspot, Adobe, Google, Mailchimp and Buffer.
  • The number two challenge companies face with their martech is training staff on how to use the technology, highlighting the need for ongoing training.
  • One in four companies experience buyer’s remorse by buying into a martech platform that fails to live up to its promise.
  • One in four companies are unable to use the martech they’ve invested in (as it has proven not as simple as expected).
  • Less than half of marketers speak completely positively about their martech stack and one in five report only negative things about it, with many citing it is a convoluted mess or in a never-ending state of construction.

Overall, the Australian Digital Success Report found a five per cent increase in Digital Achievers and a decline in Digital Sideliners, compared to last year’s report, indicating digital capabilities are growing in Australia.

Meanwhile, the findings revealed that company size had no bearing on whether an organisation could achieve digital success and yield the associated revenue growth; 84 per cent of Digital Achievers reported revenue growth, with almost half experiencing a 10-19 per cent incline, while only 67 per cent of Digital Sideliners experienced a revenue spike.

In the talent versus tech debate, the report showed that the digital talent shortage is by far the bigger problem facing marketers, with companies needing to shift their digital transformation focus away from the technology itself, to sourcing and training the talent needed to select, use, and take insights from it.

In fact, across the board, 76 per cent of companies reported finding digital talent is a challenge, with 42 per cent revealing it is their greatest challenge. Against the backdrop of these findings, the report discovered 48 per cent of businesses are increasing their spend on training or development for existing staff.

ntegrity founder and CEO Richenda Vermeulen (feature image) said: “The research reveals Australian companies growing in revenue are investing in digital training for their staff, bucking the national trends. When leaders prioritise investment in training, they retain talent and grow revenue more rapidly. We need to stop thinking about staff perks, like a Christmas party or beer fridge, as investments that drive a culture of performance, and instead, think about the professional development of our workforce.”

Vermeulen continued: “There are major issues the Australian Digital Success Report dives into around the marketing tech stack, with links to the existing problem of hiring and retaining talent. If you hire talent but they don’t have the right tools in place, it’s like hiring a Michelin Star chef and then giving them a microwave to cook with.

“How can organisations navigate the 7000+ martech options? Don’t fall into the art of “what’s possible” and be duped by a flashy sales pitch. Understand what you need, be led by your strategy and always insist on a pilot run. Speak with existing users of the tech to understand their experiences, as the most valuable intel will come from those who have been there, done that,” she added.

Please login with linkedin to comment

Digital Martech ntegrity success

Latest News

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety
  • Media

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety

The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]

Chello Picks Up ShopifyPlus And Four New Hires
  • Media

Chello Picks Up ShopifyPlus And Four New Hires

Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal
  • Campaigns

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal

MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]

QMS Showcases B&T Women In Media Winners
  • Media

QMS Showcases B&T Women In Media Winners

Women In Media winners not only receive industry esteem and a cheap looking trophy, but their own digi billboard too!

by B&T Magazine

B&T Magazine
We Need To Talk About B2B Events
  • Opinion

We Need To Talk About B2B Events

This columnist asks is it the end for B2B events? And if so, where will B&T journalists take afternoon naps now?

Opinion

by B&T Magazine

B&T Magazine