London, 13 July 2015

Companies have been investing heavily in digital marketing over the last year, with nearly a quarter (24%) saying that digital budgets exceed half of their annual marketing investment.

This is a key finding from the State of Digital Marketing in Australia and New Zealand report, which found that those increasing their digital investment have done so by an average of 32%, an all-time high and a significant increase of 60% since 2013. The proportion of those increasing their digital budgets by more than 50% has increased fivefold in the last two years, from 4% in 2013 to 20% this year.

The research, published by Econsultancy in partnership with Marketo, also paints a buoyant picture for overall marketing investment, with nearly half (45%, up from 40% in 2013) of responding organisations saying they have increased their marketing budgets in 2015. Compared to 2013, the proportion of organisations increasing their marketing budgets by more than 50% has increased by a factor of six, from 2% to 12% this year.

The pace of investment in digital marketing technology also shows no signs of abating, with around three in five (62%) responding companies indicating they have increased their spending, while a third (34%) have maintained their level of investment. Organisations recognise the importance of technology, with the vast majority (96%) agreeing that ‘a good understanding of technology is critical for senior marketing leaders’.

The report is based on a survey of almost 500 digital marketers and ecommerce professionals based in Australia and New Zealand, and working across a range of business sectors, carried out by Econsultancy in April and May 2015.

Jefrey Gomez, VP APAC at Econsultancy, said: “Companies are more committed than ever to increasing their investment in digital marketing and technology, with budgets and boardroom support rising steadily. It’s also exciting to see the industry gearing up to place an emphasis on customer centricity, with many organisations striving to ensure that appropriate resources and core competencies are in place to enhance the customer experience.”

Aden Forrest, Marketo’s Australian Managing Director, says the research highlights the need for a different type of marketing professional: “Companies now recognise the role online and mobile plays in the customer journey. That means there’s a real need for marketers who are strong on analytics and up with technology, without losing sight of the customer experience”.

Other findings from the report include:

-) Social media and content marketing are the areas in which companies are most likely to be increasing investment, with over two-thirds (68%) of company respondents indicating that their budgets for these channels have increased.

-) Nearly three-quarters (73%) of respondents agree that they ‘are becoming more customer-centric as an organisation’ and 64% agree that ‘personalisation is a major marketing focus in 2015’.

-) When asked to identify the top areas in which their organisations need to develop skills, two in five (43%) client-side marketers emphasised customer experience as a priority for skill development, closely followed by data/analytics (42%).

-) Although only two in five (42%) claim they have a good understanding of ROI from digital, the vast majority (84%) expect their digital marketing activities to be more measurable in 2015.

Get this report

The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers.

For more information about this report, contact:
Monica Savut, Senior Research Manager, Econsultancy
monica AT
+44 (0) 207 269 1450

About Econsultancy

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About Marketo

Marketo provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world.

Spanning today’s digital, social, mobile and offline channels, Marketo’s® Engagement Marketing Platform powers a set of breakthrough marketing automation and marketing management applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalised interactions that can be optimised in real time.

Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 400 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results.

Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing partner to more than 3,950 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit

Published on: 11:45PM on 13th July 2015