Marketing Is The New Rocket Science

Marketing Is The New Rocket Science

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.”




Please login with linkedin to comment

Cinema Johnnie Walker Sportsbet

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]