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

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in