Sydney, 25 January 2016

The positive attitude towards marketing technology is also reflected in the vast majority (86%) of company respondents saying that technology is helping marketers ‘make better marketing decisions’.

This is a key finding from the The Rise of Marketing Technologists report, which revealed that marketers are quite upbeat when it comes to technology skills in the enterprise. Over half (51%) of respondents feel that their most senior executives understand the importance of marketing technology, and less than half (47%) say that they don’t have the skills to make the most of their organisations’ technology.

However, many (45%) rely on agency partners to get value from their marketing technology, and slightly fewer (40%) get help from vendors to maximise the value they get from the software they invest in.

The report, published by Econsultancy in partnership with IBM Marketing Cloud, is based on a survey of almost 450 digital marketers and ecommerce professionals based in Australia and New Zealand, and working across a range of business sectors, carried out by Econsultancy during October and November 2015.

The research paints a positive picture when it comes to technology integration. Organisations in Australia and New Zealand have largely done the hard work as almost two-thirds (62%) of company respondents say that they now have an integrated marketing solution. However, out of those companies, only 11% are using a single vendor stack or ‘cloud’ marketing solution.

Jefrey Gomez, VP APAC at Econsultancy, said: “In a world in which just about every area of business is infused with technological capability and enhancements, a heightened level of technology literacy across the organisation has become key. Marketing is becoming as much about technology as it is about classical marketing principles. While issues remain on the path to full integration, it’s encouraging to see that marketers in Australia and New Zealand are upbeat and excited by the challenge.”

Other findings from the report include:

-) Almost eight in ten (79%) organisations invest in email marketing platforms (ESPs). A similar proportion (76%) have invested in customer relationship management (CRM) platforms.

-) Closely behind ESPs and CRM, content management systems (CMS) represent an investment priority for 73% of marketers.

-) Around half (52% of companies and 49% of agencies) of respondents report investment in technology for managing social media. However, social media management tools are not yet seen as vital to the marketing organisation, with only 29% of company respondents and 39% of agency respondents seeing it as critical.

-) Two technologies which were not at the top of the investment or criticality tables are viewed by both company and agency respondents as having the best ROI: marketing automation and multivariate testing.

-) When asked what was preventing them from using marketing technology more effectively, the most popular reason given by marketers was a ‘lack of internal resource to get maximum value from software’ (34%).

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

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About IBM Marketing Cloud

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Innovation is at the core of IBM’s strategy. Today, IBM is focused on five growth initiatives – Cloud, Big Data & Analytics, Mobile, Social and Security – in creating new markets and capturing new buyers.

IBMers are working with customers around the world to build a smarter planet – by applying the company’s business consulting, technology and R&D expertise to develop systems that enable dynamic and efficient organisations, better transportation, safer food, cleaner water and healthier populations.

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Published on: 10:37PM on 24th January 2016