Report: Most A/NZ marketers are buying technology

New report finds the majority of senior marketers have their own IT budgets for purchases related to the marketing function

Nine out of 10 Australia and New Zealand senior marketers are making purchasing decisions on technology products and services for their function, a new report claims.

According to Telsyte’s Australian and New Zealand Digital Marketer Study 2015, 91 per cent of the 255 CMOs and marketers surveyed across large organisations are actively purchasing technology to suite their requirements. In fact, 70 per cent of marketers are mostly use their own budget to source IT.

Web analytics or split testing software is the most common purchase at 39 per cent. CRM purchases are also very common, at 38 per cent, and 36 per cent are procuring big data analytics for customer transaction analysis.

Telsyte said the results reflected the rapid change in the role of the CMO, which has been massively disrupted as a result of digitisation, the availability of cloud-based software and computing, and increasing demand for data-driven, actionable customer insights.

“Marketing’s transformation has moved on from just buying digital advertising to building scalable approaches that provide a single view of the customer, support meaningful measurement, and enable real-time decision-making,” said Telsyte analyst and report author, Steven Noble.

“Marketing measurement and customer-centricity are the left and right legs of digital transformation. This is why Web analytics and CRM are the types of applications marketers are mostly likely to buy.”

Just over half of respondents said they’re buying IT directly because they need flexibility (57 per cent). Across the board, 45 per cent said they are investing in IT because they knew more than the IT department about their own needs.

The report also found marketers that buy their own IT are more likely to have the technology products they need. Eight-four per cent of those that mostly use marketing’s own budget agree or strongly agree that “our marketing function has the technology it needs to be effective”, compared with 71 per cent of those mostly using IT’s budget to buy IT.

Despite the fact that marketers are highly satisfied with their technology purchases, IT leaders are concerned, Telsyte. Noting a separate and recent survey of 336 CIO and ICT leaders that have lines of business that purchase IT products and services, 36 per cent claimed their organisations had experienced problems.

Top issues included integration requirements (36 per cent), inconsistent technology selection (33 per cent) and security (32 per cent).

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

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

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

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

We're going to have more agencies than audiences soon!

cartercarter.com.au

JWT's Mirum digital agency ramps up Australian push

Read more

I think the key word here is 'caution' do you really have anything valuable to add. If not silence is a smart approach. Clients are smart...

internetmarketingconsultant

What Australia Day advertising says about brand purpose and cultural leadership

Read more

Latest Podcast

More podcasts

Sign in