As we move into 2016, marketing budgets and the demand for skilled staff is on the rise, according to survey results from the ADMA Global Forum 2015, led by Oracle Marketing Cloud.
The results indicated more than one in two respondents expect their marketing budgets to increase during the next 12 months, while 56 percent stated their marketing team is larger than it was this time last year.
The survey of 235 senior marketers was conducted in early August 2015 at the ADMA Global Forum in Sydney. It set out for the second consecutive year to understand the impact of Cloud technology on marketing as well as trends in marketing budgets and strategies, and the current pressures facing marketing department as they plan for 2016.
It also found more than half (56 percent) of marketing teams were larger than they were a year ago.
This was up on the 2014 results, where 44 percent indicated their team had grown during the previous 12 months.
"The result clearly demonstrates the growing importance organisations are placing on marketing, creating an increased demand on marketing skills, as technology expertise becomes a required skill for marketing professionals," Oracle Asia-Pacific and Japan vice-president of customer success, Paul Cross, said.
The majority of survey respondents also forecast their marketing budgets would increase during the coming year. Of those surveyed, 56.5 percent (up from 55 percent last year) said they expected a boost while 37 percent said their budget was likely to remain the same.
In addition, 84 percent described their marketing role as 'challenging', demonstrating the growing complexity faced by marketing professionals as they implement campaigns in a rapidly evolving environment, especially with more than one third of them expected to implement Cloud marketing technology over the next three years.
"As consumers demand more personalised and relevant relationships Australian marketers are adapting fast, leveraging Cloud technology to drive business growth. They have become comfortable using data and technology no longer seeing this as the domain of rocket scientists," Cross said.
"The growth of budgets and teams suggests that organisations are linking smart marketing investment to revenue and profit growth. Today, customer centricity is at the core of modern marketing. Marketers are looking for tools which will allow them to deliver real returns from cross-channel marketing using highly personalised customer outreach but in an automated and orchestrated manner."
Source: ARN Australia
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