Digital channels, smart mobility and new marketing and advertising technologies are fundamentally redefining what is expected of marketing leaders, a survey of 450 senior marketing executives around Australia, New Zealand, India and Singapore has found.
The survey was conducted by Oracle Marketing Cloud and the Association for Data-Driven Marketing and Advertising (formerly ADMA).
According to Oracle, its CMO of Tomorrow research found that marketers will need to be as familiar with a balance sheet as they are with an advertising campaign; they need to be comfortable around technology and have strong analytics skills around data; they must be able to engage with management peers at the top tier of the company to secure budget and get buy-in for significant cultural change.”
Australia’s marketing executives fared particularly badly in the survey: it found the percentage of Australian executives buying in to digital marketing programs to be, at 29 percent, the lowest among all the countries studied.
Said Paul Cross, an Oracle marketing cloud veep: “Senior executives want their marketers focused on business goals, line revenue growth and RoI, but many marketers are still too focused on traditional campaign metrics as a measure of success.” – Stuart Corner
