Data and analytics top spending list for marketers in Australasia

Salesforce ExactTarget State of Marketing report for Australasia finds 97 per cent of marketers will either increase or maintain budgets this year

Salesforce ExactTarget has released an Australasian State of Marketing annual report which shows data and analytics to be the top area of investment for regional marketers this year.

According to the report, 97 per cent of marketers plan to increase or maintain their budgets in 2014. The top area to invest in was data and analytics (63 per cent), followed by email marketing (62 per cent). Rounding out the top five list were marketing automation (61 per cent), SMS messaging (57 per cent) and content management (56 per cent).

Just shy of half of all respondents said driving increased conversion rates was their top marketing priority this year, while 41 per cent said increasing and improving brand awareness was their primary concern. The third-highest priority was data acquisition – improving/expanding data collection efforts.

“Respondents across almost every level of organisation also identified brand awareness as a top priority, indicating that brand is still a core focus, even beyond the CMO,” the report authors stated. “With this in mind, we expect to see marketers using social media, mobile and personalised Web experiences to better boost their brand with customers.”

Interestingly, leveraging actionable data was cited by just 13 per cent of respondents as one of their top three priorities this year, suggesting many organisations are still focused on historical reporting on their customers over proactive or real-time interactions.

Related: 8 ways to get on top of data analytics
Big data analytics: The new black magic of marketing?

The findings of the Australasian report echo those in the global edition of the ExactTarget research, released in January. Across international respondents, two-thirds planned to increase total spending on digital marketing this year, with data and analytics topping the list as the key area of investment.

Marketing automation, social media marketing and content management also ranked highly and ahead of email marketing globally. Conversion rates, meanwhile, came up trumps as the top marketing priority for global marketers.

While the focus has historically been on lifecycle marketing, the Australasian Salesforce ExactTarget State of Marketing report cited a shift that showed driving engagement and revenue was of more concern to marketers today than acquiring new subscribers. The primary lifecycle marketing campaigns marketers are using are newsletters, promotional and Web opt-ins.

“A significant gap exists between the importance marketers place on lifecycle marketing campaigns and the number of campaigns they actually implement, as shown by the gap between the top three campaigns and the many other underutilised campaigns,” the report authors noted.

For example, abandoned cart campaigns were used by just 12 per cent of marketers, and browse retargeting campaigns by 24 per cent, yet both have the highest reported success rates compared with other lifecycle marketing activities, the report stated.

The top three success metrics being used by marketers regionally to determine success are conversion rate (sales directly attributed to digital marketing campaigns); engagement rate (opens, clicks); and return on investment.

The Australasian report was based on surveys of 219 marketers during March 2014.

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in