Confident Aussie marketers eye bigger budgets, content marketing

Latest Australian Marketing Institute (AMI) report of senior Australian marketing chiefs finds budgets are set to increase as marketers embrace content marketing, Web 2.0 and social networking in earnest

Marketing budgets are set to grow this year as marketers look to embrace content marketing in earnest, according to the Australian Marketing Institute (AMI).

The association’s Fifth Annual Senior Marketers Monitor report showed budgets are expected to increase by an average of 3.4 per cent in 2014, compared with 1 per cent growth last year. Of those surveyed, 41 per cent anticipated budgets rising, compared with 38 per cent who see budgets remaining largely unchanged.

Organisations with a turnover of less than $150 million were more likely to expect an increase this year, with the average a “healthy” 18 per cent, AMI’s CEO, Mark Crowe, said. Half of organisations with up to 100 staff also predict more marketing budget is coming their way.

In addition, the report found 77 per cent of senior marketers feel positive about the role and influence of marketing in Australia, a figure on par with previous years, AMI stated.

“We have now seen a continuing confidence in marketing’s role and influence in Australian business over the five years of this research,” Crowe commented. “This also gives the lie to the often expressed view that marketing is marginalised and that marketers feel the same.”

When it comes to areas of investment, 49 per cent of respondents said they are using content marketing more and expenditure will continue increasing this year.

“We have seen a sharp increase in content marketing – while not surprising it’s still quite extraordinary,” Crowe said. “Meanwhile, the use of social networking and Web 2.0 as a communication channel continues to grow, but spending has stabilised.”

Other strong areas of marketing investment are online advertising, public relations and mobile advertising.

The top priorities for Australian marketers in 2014 are measures to increase sales, customer acquisition, maximising efficiency of marketing expenditure, maintaining or building brands, and identifying more profitable market segments. Crowe said the results indicated the focus on efficiency and brand building is less than in previous years.

The challenges reflect these priorities, and include effectively getting messages to market, acquiring new customers, maintaining current customer bases, and maintaining pricing and margin.

The research was conducted by the AMI and Colmar Brunton and is in its fifth annual edition. This year’s results were based on surveys of 261 senior marketers conducted between November and December 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in