The State of Digital Marketing in Australia and New Zealand Report, published by Econsultancy in association with Marketo, is a bellwether for the state of the marketing industry in the region. It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at technology investment priorities and most in-demand marketing skills.
The report is based on a survey of almost 500 client-side marketers and agency respondents, and follows similar pieces of research carried out in 2012 and 2013.
What you’ll learn from this research
The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.
Key trends featured in the report:
- A positive outlook for marketing investment
- Marketers are committed to investing in technology
- Keeping the customer front of mind is a key priority
- A digital skills gap still looms large
- Marketers advance the measurement agenda
Features of the report
This 58-page report looks in detail at how companies are allocating their online and offline marketing budgets for the next 12 months. It explores the following areas:
- Marketing focus
- Marketing budgets
- Investment in technology
- Measuring marketing effectiveness
- Knowledge and support
- Barriers to further investment
Who should read this report?
The report is essential reading for both in-house marketers and agency professionals around the world, as well as those outside who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields in the region.