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 State of Marketing 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.

Read More:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

The interesting question is whether 'campaigns' is even a relevant term any longer. We seem to work in an environment of continuous, omni...

Geoff Brooks

Marketing skills in a virtual world - Customer and marketing relations - CMO Australia

Read more

If you get the customer experience wrong then you have no chance of ever making the sale

Brian Smith

Keeping the customer experience simple in the digital age

Read more

Latest Podcast

More podcasts

Sign in