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

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in