Less than half of Aussie marketers realise benefits from technology: CMO report

New report produced by CMO and Capgemini shows the disconnect between customer technology investment and realising its benefits in terms of category innovation

Fewer than half of Australian marketers are realising the potential of new customer technologies and just shy of one-third have achieved a category innovation in the last 12 months.

Those are two of the many significant insights into the state of technology adoption across Australia’s marketing functions, highlighted in the new research report, Australia’s Digital and Customer Experience Maturity, produced by CMO in partnership with global consulting firm, Capgemini.

The report set out to understand whether Australian marketers are as effective as they could be when it comes to utilising the growing array of digital marketing and customer technologies now pervading their function. And what it found was that there is a clear disconnect between those who are harnessing new technologies and seeing a return, and those who aren’t.

Across the nearly 100 respondents who participated in the survey in December 2017, 50 per cent either agreed or strongly agreed their organisations had successfully adapted or transformed to the new digital economy, meaning half either didn’t make a call, or disagreed. Fifty-four per cent also claimed to have a documented digital strategy.

Alarmingly, only 45 per cent of respondents are realising the benefits of investing in new customer technologies right now. This was even as 52 per cent increased their opex budget spending on technology purchasing over the last 12 months, spend that’s often going into the millions.

This was also despite 60 per cent claimed investment into technology tools yielded the biggest benefits in improving customer experiences over the last year. The most common technologies used across marketing teams includes content management and creation platforms, CRM and lead management, ecommerce, social media management, analytics, marketing automation and collaboration tools.

The report’s findings make it clear marketers are convinced of technology’s vital role in being digital and customer led, and as an enabler to success and category innovation. However, only 30 per cent claimed to have delivered a category innovation in the last year.

In a subsequent analysis between those respondents who claimed to have harnessed technology effectively, and a category innovation – what CMO defined as the ‘haves and have nots’ – there were distinct differences. For example, more than a quarter of those reporting technology has made them competitive and current are personalising experiences across at least two digital channels in near or real time. They’re also better at personalising across online and offline, and creating and delivering timely content tailored to their defined customer segments.

More confident respondents also had customer feedback and voice of customer platforms in greater numbers than the pack (9 per cent higher), were spending more on technology, were less likely to nominate poor implementation as an inhibitor to success, and had better metrics to measure ROI in place.

“Marketing is increasingly being looked at as the growth driver of organisations, and in many instances, marketing already has the tools,” commented Capgemini marketing and digital lead, Paul Bennett. “It is the techniques and operating models to make the most of these tools that are yet to be industrialised.”

The report was based on a survey conducted across B2C and B2B marketing and customer experience managers and leaders during November and December 2017. Across respondents, 70 per cent were in leadership or director roles and 28 per cent claimed to have more than 50 per cent of their team focused on digital and/or customer experience. Average marketing team size sat between five and 10 staff, with 20 per cent managing teams of more than 25 employees.

You can download the full complimentary report, Australia’s Digital & Customer Experience Maturity, here.


 

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