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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in