Automation and data management technologies top marketing tech list

New Oracle survey of Australian marketers find 98 per cent see the role today as highly complex and expect increased independency between marketing and IT functions

Almost all marketers are looking to implement marketing automation or data management in the next 12 months as they come to terms with the increasingly complex marketing landscape, a new report claims.

The Oracle Marketing Cloud report was based on a survey of 96 marketers attending the recent ADMA Global Forum in Sydney and found 91 per cent are looking to implement either marketing automation or data management solutions into their marketing strategy.

In addition, 52 per cent are leveraging cloud technology to support the marketing function and 30 per cent plan to implement cloud technology by 2017.

The report also illustrated the rising stature of marketing inside organisations today and found 44 per cent of marketers had seen their teams increase in the past 12 months. Just over half of respondents also anticipate their marketing budgets to rise over the coming year.

Among the most popular new technology tools marketers plan to implement to assist them are social solutions (62 per cent) and cross-channel marketing (54 per cent).

Across the board, 98 per cent of respondents saw the current role of marketing as highly complex, and expected the interdependency between technology and marketing to increase in the next three years. Eighty-three per cent described the role of marketing as challenging, and 15 per cent labelled it ‘rocket science’.

“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 rising and teams growing,” Oracle vice-president of customer success, Paul Cross, commented.

“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 while also achieving greater marketing simplicity.”

The latest CMO Council <i>State of Marketing</i> report also found the majority of CMOs to be confident in both marketing’s position as a revenue driver as well as their own c-level position. In that survey, 55 per cent were found to be planning headcount additions and 54 per cent expected budget increases.

Despite this, challenges remain particularly around technology and data knowledge. For example, only 6 per cent believe they are leading big data management, and most are overwhelmed with the rising number of digital marketing technology solutions.

CMO TV: Highlights from the ADMA Global Forum 2014

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

Signup to CMO’s 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

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

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.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers &amp; other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in