A Marketo research report has revealed Australian marketers’ most commonly used technology. But the research also revealed that over a third of Australian marketers (40 per cent) don’t have the necessary technology to do their job.
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The results are contained in the Marketo research report, Can You Demonstrate The Value Of Marketing?, which found Australian marketers were “passionate advocates of the role of technology in their profession”.
Australian marketing’s top tech:
- Social Media Engagement
- Email Marketing Platforms
- Marketing Automation
- Data Management
“Good technology, well implemented, will help evolve the online relationship from a merely transactional interaction to a potentially valuable and engaging way to reinforce the promise of the brand, according to our interviewees,” the report said.
Despite the affinity for marketing technology, there is a clear division on access. According to the research, 40 per cent of marketers said their current martech stack was not suitable to complete their required job. Conversely, 57 per cent said they had the technology to do their job effectively.
The person responsible for signing off on new marketing technology? Not the CMO or the CIO. It’s the CEO, according to the research.
“In 60.6 per cent of cases, the CEO or Managing Director is the final arbiter for marketing technology spending. The CMO is a long way back in second, at 16 per cent, with IT third at 11.5 per cent.”
Even for those with the technology, it’s not perfect.
“Marketing leaders said there were still clear gaps in the technology stack that would hinder creating truly joined-up experiences until they were solved,” the authors wrote.
For example, identifying customers still remains a significant problem and disconnect between adtech and martech.
“CMOs flagged the fact that the advertising technology that serves their display and search advertising remains anonymised, whereas the great virtue of their marketing technology is that it is able to identify a customer,” the authors wrote.
“This is what marketers refer to as the gap between probabilistic identification and deterministic identification. Or, put more simply, the difference between ‘it’s probably you’ and ‘it’s definitely you’.”
There’s also the issue of marrying online and offline data. According to one senior marketer from the grocery sector quoted in the report, online data provides only a “broad extrapolation” for informing customer behaviour. There are also still “massive blind spots in the attribution landscape at the moment,” he said.
A dearth of analytical talent is affecting marketers too, according to the whitepaper. While there is no shortage of data or technological solutions, the same can’t be said of the talent required to leverage analytics.
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