Aussie marketers see growth in teams and budgets

Survey of attendees at this year's ADMA Global Forum finds more than have have more staff in the marketing function than they did 12 months ago

More than half of Australian marketers have larger teams than they had 12 months ago and the majority expect their marketing budgets to increase in the next year, a new survey has found.

Oracle Marketing Cloud’s survey of 235 senior marketers at the ADMA Global Marketing Forum in Sydney on 4-6August found 56 per cent have bigger marketing teams than they did in August last year, up 12 per cent on results recorded in 2014.

Just over 56 per cent of survey respondents also believed their marketing budgets would increase during the coming year, while 37 per cent expected budgets to remain the same.

The results made obvious the complex nature of marketing today, with 84 per cent of respondents describing marketing as a 'challenging' role. A further 8 per cent likened it to 'rocket science'.

In addition, Oracle found more than one third expected to implement cloud marketing technology over the next three years, a sign of the growing automation and digitisation of the marketing function.

Oracle Asia-Pacific and Japan vice-president of customer success, Paul Cross, said marketers must become more comfortable with using data and technology if they’re to meet the ever-higher demands of consumers wanting personalised and more relevant relationships with brands.

“The growth of budgets and teams suggests that organisations are linking smart marketing investment to revenue and profit growth,” he commented. “Today, customer centricity is at the core of modern marketing. Marketers are looking for tools which will allow them to deliver real returns from cross-channel marketing using highly personalised customer outreach but in an automated and orchestrated manner.”

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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in