Emerging Trends in Digital Marketing - Australia and New Zealand

Sitecore has released it's Emerging Trends in Digital Marketing Report. It highlights some key changes to how marketers are working in this space and what they are prioritising. For the full report tap here. 

Although marketing spend is, indeed, shifting from traditional to digital channels, we still know very little about the biggest challenges and wins when it comes to digital marketing technologies. Sitecore’s annual Emerging Trends in Digital Marketing report aims to uncover these issues, and more. Together with First Point Research & Consulting, we’ve surveyed more than 100 marketing professionals to produce a report that is entirely devoted to the Australia and New Zealand region.

Marketers are increasingly aware of the need to do more with big data which has driven a heightened focus on marketing automation over the last 12 months. Better use of big data is a major priority for the next 12 months.

Marketing automation is the major new priority area for Australian and New Zealand marketers. Content profiling has also significantly increased in interest and focus. Marketing automation: 65% want to see their organisation get better at this, compared with 32% in 2013. Content profiling: 56% want to see their organisation get better at this, compared with 38% in 2013.

The ‘bottom line’ impact of digital marketing activity is more important than ever. Among the marketers surveyed, 60% claimed that conversions / sales / new customer acquisitions is the key indicator sought by the management team (an increase of 17%).

Marketers in 2014 are using more sophisticated approaches to measuring digital success.

Most notable changes in digital success measurements are: Conversions / sales / new customer acquisitions are 69% in 2014, an increase of 12%, Leads generated are 56% in 2014, an increase of 12%, KPIs aligned with business objectives are 49%, an increase of 11%.

Our organisation’s outlook is very focused on understanding customer behaviour and using big data to make better business decisions for both online and offline. Male marketer, 5-14 years’ experience

Top five growth opportunities are all online. Interest in personalisation has grown significantly in 12 months. 

The focus of marketers for the next 12 months is very much on ‘integration to CRM’ as well as ‘marketing automation’. It’s clear that ‘marketing automation’ is a major new priority for marketers. All marketers are increasingly aware of the need to do more with big data.

Marketers are encouraged by the opportunities of big data, with only limited concerns about privacy compliance.

Lead generation is the digital function most commonly outsourced. The profile of outsourced functions is very similar across respondent type and company size. Most marketers prefer to keep outsourcing limited to specialist tasks.

Email and SEO are generally considered to be the most effective channels for driving sales.

To download the free report tap here. 

Source: Sitecore