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

Tapping behavioural science for consumer influence

We know full well the business we’re in as marketers is really the business of choice. But recent discoveries from behavioural science are leading to a psychological revolution that challenges many of the accepted models of how communication, creativity and advertising influence a consumer’s preferences.

Kyle Ross

Account director, TRP

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

There are lots of feature of microsoft dynamics crm by using these features you can grow your businesses. Some of them is lead management...

Dynamics Square

How Port Container Services is finetuning lead management with CRM

Read more

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

Latest Podcast

More podcasts

Sign in