Report: Marketing automation major investment area yet marketers still don't get it

Latest Squiz State of ANZ Marketing Technology report also shows better collaboration between marketing and IT to achieve digital strategy goals

Marketers are ramping up investment into marketing automation software in 2016 yet half are still struggling to comprehend its impact.

According to new The State of ANZ Marketing Technology report by digital strategy vendor and consulting group, Squiz, marketers will invest 70 per cent more into marketing automation platforms this year, even though 52 per cent of marketers admit they still struggle to understand marketing automation solutions.

The report also found 80 per cent of marketers think their marketing technology platforms are less than 50 per cent integrated, and just 3 per cent said their systems were totally integrated. Other areas marketers feel they should better understand include customer experience (46 per cent) and content marketing (41 per cent).

Top marketing technologies currently being used by marketers are analytics (70 per cent), CMS (74 per cent), CRM (57 per cent) and search (50 per cent). Just 21 per cent of those surveyed were found to be using marketing automation.

Read more: Marketing automation lessons: What CMOs would do differently next time

Another interesting result from the report was the similarities and differences in priorities between marketing and IT respondents. Across the marketers, integration came up as the most important digital goal (28 per cent), followed by improving the 360-degree customer experience (26 per cent). Demonstrating ROI was down to 8 per cent.

For IT respondents, improving the 360-degree customer experience was by far the most important digital goal for 2016 (60 per cent), followed by integrating all platforms and channels (18 per cent).

Sixty per cent of people across the board also identified marketing managers as key stakeholders when purchasing new marketing software. This is despite the fact that 64 per cent of respondents believed such technologies should come out of both marketing and IT’s budgets.

“The end goal is becoming more and more the same for both the marketing and IT teams – customer experience. Siloed approaches will no longer get you to this end point,” Squiz group CEO, John-Paul Syriatowicz, said in response to the findings.

“As customer satisfaction increasingly puts more pressure on the organisation as a whole, open communication between these two teams will become essential for success.”

Just under half of marketers (46 per cent) described their relationship with IT as either ‘awesome’ or ‘collaborative’, compared with 55 per cent of IT respondents. This was a marked improvement compared to last year’s survey results, where the majority saw room for improvement in their relationship with their IT or marketing counterpart.

Overall, 15 per cent of respondents said they’d describe their organisation’s digital strategy as ‘visionary’, down from 20 per cent in 2015.

The greatest obstacle for both sides to achieving their digital goals was budget, followed by stakeholder buy-in.

The Squiz report was based on a survey of 645 marketing and IT professionals including 453 in Australia and New Zealand.

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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in