Research points to strong outlook for marketing

The Australian Marketing Institute and Colmar Brunton’s Fourth Annual Senior Marketer Monitor reveals a range of insights about market sentiment and practice, providing pointers to changing levels of marketing activity.

Download 2013 Senior Marketer Monitor report

Conducted during December 2012, specific research findings include:

Marketing budgets continue to grow

Overall, budgets are expected to record another increase in 2013, although only at around an average 1% (against the 3.5% recorded in the previous survey and the 4% growth of 2011). One-third (34%) of marketers are expecting their 2013 budgets to increase, against 38% expecting expenditures to remain largely unchanged.

According to Australian Marketing Institute CEO Mark Crowe: “Again we are seeing large budget variances across all sectors, but organisations with a turnover of under $150 million are more likely to be expecting budget increases in the year ahead and among those expecting increases the average lift is a healthy 16%. While the top marketing priorities include measures to increase sales, maximising marketing expenditure efficiency and focusing on more profitable market segments, there are interesting shifts in the intended use of communication channels.”

Marketers continue to feel positive about their profession and its role

Similar to the previous two years, most senior marketers (76%) feel ‘positive’ or ‘very positive’ about the role and influence of marketing in Australia today.

Mark Crowe said: “Despite the variations in budget forecasts going forward, there is a continuing confidence in marketing’s role and influence in Australian business. The latest survey lends further support to earlier indications that marketers’ confidence in the future is not directly linked to budgets.”

Marketing priorities

There were no major changes over the 2012 results, but there were emerging shifts in the use of social networking and Web 2.0.

  • Measures to increase sales
  • Customer acquisition
  • Maximising efficiency of marketing expenditure
  • Maintaining, building brand/s
  • More profitable market segments.

Challenges faced by marketers

  • Effectively getting messages to market
  • Acquiring new customers
  • Maintaining current customer base
  • Demonstrating the contribution of marketing to senior management
  • Maintaining pricing/margins.

Changes in media expenditure

In terms of use of media the top five areas where spending increased were:

  • Social networking and web 2.0 applications
  • Online advertising
  • Public relations
  • Viral marketing
  • Direct marketing.

“Traditional media is being used more by a minority of marketers,” Mark Crowe said, “with the stand-out examples being print (12%), radio (8%) and free to air TV (4%).”

The survey was run online and is based on 259 responses from senior marketers. The survey was administered in December 2012 and is the fourth annual Senior Marketers Monitor conducted by the Australian Marketing Institute and Colmar Brunton.

Download 2013 Senior Marketer Monitor report

LEFT: The official launch of ‘Marketing for Good’ in Melbourne on 20 March attracted a full audience of interested marketers.
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