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able to understand who my cus- tomer is and actually make it actionable, not just for the market- ing department, but also for the agencies that they work with.”
The name of the game in the media is knowing who the audi- ence is and being able to add value.
“There's nothing worse than when you're watching TV and you're seeing ads for something that's totally irrelevant. That's when you get at your phone and you start flicking through — multiscreening — and do something else.
“But if you can actually be rele- vant to that person and show them something that they're interested in, that's how you're going to actu- ally engage with that person.”
The Salesforce study had 88% of marketers saying that their abil- ity to meet customer expectations is dependent on their digital capa- bilities and their ability to engage with this new ecosystem that is emerging.
“And it's no surprise that the number one channel that increased the most in value since last year is video, only shortly fol- lowed by audio. And that's a big shift from the previous 12 months.”
The Future of Marketers
Doyle: “Their jobs absolutely are safe, probably more important than ever, as there's a shift from marketing being a cost centre to a revenue centre. And digital really is the answer to that.
“Marketers are optimistic about the future. When we ask them about how do they expect their role to change and also revenue associated to their role, about three out of four marketers, 72%, expected revenue growth over the next 12 months, 80% of respond- ents see themselves having a big- ger role in driving this growth, with their work providing more value now than in a year ago.
“Marketers are seeing them- selves as the customer custodian. And also as we're in this era of huge digital change, as we mentioned, the third-party cookies going away, all of these changes that Apple is making ... long live digital. There has to be a totally new way of reim- agining how marketers can engage with that end consumer. And that
ure 1. Marketing Budget Movements, 2014-2021
Marketing Budget Movements, 2014-2021
Marketing Budget as % of Total Revenue
Mean Percentage of Budget Shown
n= 400 marketing leaders (2021); 342 (2020); 342 (2019); 618 (2018); 350 (2017); 375 (2016); 424 (2015); 363 (2014); excluding “don’t know” Q: What percentage of your revenue is allocated to your total marketing expense budget for the current fiscal year?
Source: Gartner CMO Spend Survey, 2021
And so the key area that marketers want to invest in is, "How do I actually get a true single view of my customer?"
And Salesforce found that a big part is that a customer can be different people at a different moment in time. And marketers don't know whether
These results reflect ongoing downward pressure on marketing spend induced by the
they are talking to Dr Jekyll or Mr Hyde.
pandemic, but also the variability and volatility associated with rapid digitization and
“They're working on crude data points, on whatever the last click might be or whatever that one reason they picked up the phone and called without
enterprise resource allocation decisions. In the first instance, several factors combined to
■ ■ ■
andMalasorktheetinugmbuedr ogneetsarheavwehearlewthaeyys'rebgeoeingthtoebfierspteondfitnhgethenirterprise budgets to be cut,
any context of every other interaction that's previously happened.
ill-effect on marketing budgets:
“Advertising is now disjointed with walled gardens, blocking the ability to actually get those interactions into a single place.
“And so that was the number one thing that marketers wanted to fix
money going through the next 12 months.”
and the last to be restored.
“From a technology perspective, the biggest shift that marketers are moving to is a CDP, a customer data platform.
MCaFrOkestinhgatvecehbnoelcoogymheascboemenfeovortlavibnlgeovweirtthethpeastlofeweyreacros.sTthbearese that spending cuts in was a traditional CRM that the sales organisation would use. Marketers
marketing, alongside savings on real estate and travel costs, have yielded.
then started to shift to a DMP, a data management platform, and that
survived on third party cookies and the ability to get your drop mobile
phone identifiers or third party cookies collect all this anonymous infor-
CMOs proved that they could do more with less, curbing spending on events,
mation, not just from your advertising being served wherever it may be,
agencies and ad budgets in the face of a crisis.
anywhere on the internet, but also tagging on your own website.
Now with third party cookies being deprecated, Apple's changes in
what they're doing with email, that's all going away. “Andsofirstpartydataisabsolutelytheking.Howarepeopleengaging
This year’s survey captures marketing budgets following a prolonged period of multiple,
when they land on your website? When they talk to you, when they actu-
decremental budget cuts. For many, there’s not been a single, joltingly precipitous drop in
ally are engaging with you on a one-to-one basis and they want to transact
with you. How do you get that first party data and stitch it together?
budget, but rather a steady erosion of marketing’s funds. And, so far, the enterprise has
“But that's the technology bit, which is really boring and really dull profovremdatrokebtersalonwd aidnverretpislerns.isTheinygjumst waarknet toinbge’sabdletpoleutsedthcatoofnfecers.
that actually comes in.
“And so that's what a customer data platform has. And when we talk to
marketers, the number one investment area within technology is a cus-
tomer data platform during the next 12 months to bring all that in, to be
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Gartner, Inc. | G00754375
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