Aussie Marketing Teams Reckon Their Budgets Will Be Bigger Next Year

Aussie Marketing Teams Reckon Their Budgets Will Be Bigger Next Year
SHARE
THIS



One in two at ADMA’s Global Forum expect their marketing budgets to increase over the next year, with 56 per cent indicating their marketing team is larger than the same time last year, according to Oracle Marketing Cloud’s survey of attendees at ADMA’s conference.

The survey of 235 senior marketers was conducted in early August 2015 at the ADMA Global Forum in Sydney. It set out for the second consecutive year to understand the impact of cloud technology on marketing as well as trends in marketing budgets and strategies, and the current pressures facing marketing department as they plan for 2016.

Findings include:

  • More than half (56 per cent) of marketing teams were larger than they were a year ago. This was up on the 2014 surveys respondents, where only 44 per indicated their team had grown during the previous 12 months. The result clearly demonstrates the growing importance organisations are placing on marketing, creating an increased demand on marketing skills, as technology expertise becomes a required skill for marketing professionals.
  • The majority of survey respondents also forecasted their marketing budgets would increase during the coming year. Of those surveyed, 56.5 per cent (up from 55 per cent last year) said they expected a boost while 37 per cent said their budget was likely to remain the same.
  • Of those surveyed, 84 per cent described their marketing role as ‘challenging’, while a further 8 per cent likened it to ‘rocket science’. This demonstrates the growing complexity faced by marketing professionals as they implement campaigns in a rapidly evolving environment, with over one third expected to implement cloud marketing technology over the next three years.

“As consumers demand more personalised and relevant relationships Australian marketers are adapting fast, leveraging cloud technology to drive business growth. They have become comfortable using data and technology no longer seeing this as the domain of rocket scientists,” said Paul Cross, vice president of customer success, Oracle Asia Pacific and Japan.

“The growth of budgets and teams suggests that organisations are linking smart marketing investment to revenue and profit growth. Today, customer centricity is at the core of modern marketing. Marketers are looking for tools which will allow them to deliver real returns from cross-channel marketing using highly personalised customer outreach but in an automated and orchestrated manner.”

Please login with linkedin to comment

Latest News

Would TikTok Be Missed?

Would TikTok Be Missed?

In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]

Mag Closures & The New Landscape For Earned Media

Mag Closures & The New Landscape For Earned Media

In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]

KitKat Partners With R U OK?

KitKat Partners With R U OK?

No one enjoys a chocolate finger for morning tea like the B&T office. On other occasions we might even have a KitKat.

oOh! Launches The Junkee Network

oOh! Launches The Junkee Network

Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]

Melbourne, Australia - August 6, 2015: A woman walks past an Optus store on Bourke St. Optus is the second largest telecommunications company in Australia.

Optus Assistant Chatbot Surpasses 2 Million Conversations

In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]