Lack of metrics and measurements to threaten ICT marketing budgets in 2009
Announcement posted by Max Australia 23 Mar 2009
Monday March 23, 2009
The inaugural Australian Information Industry Association (AIIA) Marketing Benchmark Survey has revealed that ICT marketing professionals need to address a variety of concerns in order to make a significant contribution to their organisation’s efforts to overcome current economic conditions.
"In 2009, ICT marketing professionals will be faced with thorny market conditions that some may not have experienced before," said AIIA CEO Ian Birks. “This challenge is multiplied by the finding that 64% of survey respondents indicated their marketing budget versus revenue goals is inappropriate.”
“Now is the time for ICT marketing professionals to use metrics to restructure their budgets and reallocate funding to activities that will help secure marketing’s credibility within the organisation”, suggested Mr Birks.
The study undertaken by Best Case Scenario on behalf of the AIIA revealed seven crucial marketing tactics that have poor to no metrics in place, threatening ICT marketer’s ability to protect and win appropriate budgets for the future. These tactics were rated as follows:
Sales & Marketing: Poor measurable marketing programs
Sales Alignment: Lack of marketing metrics in place
Data Management: Poor return on investment on data both external and internal due to lack of metrics
Marketing Processes: Lack of regular benchmarking
Brand Metrics: Poor level of branding surveys
Budget: Lack of return on investment measurements in place
Growth and Profit: Poor growth metrics
“The Marketing function’s failure to generate marketing metrics will do little to raise its profile to the upper echelons of the organisation. Marketing metrics and hard facts will earn exposure for marketing professionals to senior executives who control overall budget allocation.” said Luli Adeyemo of Best Case Scenario.
Other key findings from the survey include:
Senior executives need to experience positive exposure to marketing’s contribution to overall revenue goals; marketing’s interaction with this audience is minimal with only 2% of marketing respondents in the study interfacing with the CEO or equivalent.
Basic marketing activities such as data cleansing and data quality checks are being neglected. 56% of respondents indicated a poor rating when it came to data quality checks. Good data management results in measurable campaign management, resulting in effective marketing management.
Marketing professionals rated customer satisfaction and loyalty as healthy and the understanding of business drivers behind growth was also rated very favourably.
In a concerted effort to assist ICT marketing professionals to overcome the challenges highlighted in the survey, the AIIA has organised the first AIIA Marketing Forum for Marketers to be held in
ICT marketing professionals will receive practical and positive advice from speakers, Adam Donnelly, Executive Director of McCann Erickson and Craig Baty, Global Vice President of Frost & Sullivan. Details of the event are available from www.aiia.com.au.
About This Study
The Australian survey of over 70 marketing professionals was conducted by the AIIA from September to October 2008 and represents Marketing Professionals perceptions at the time.
The study was born from the fact that the AIIA noticed a distinct lack of local (Australian) research to enable Australian marketing professionals to perform their job better from strategic right through to tactics. Together with a third party marketing consultancy called Best Case Scenario; the AIIA has developed a core research product for marketing professionals, with tangible value.
The essence of the study is to aid marketing professionals in an ever increasing challenging environment.
The study also delivers real tangible benefits in the form of 13 advisory reports, providing straight-forward strategic and tactical advice - based on industry research and real-market experience.
About Best Case Scenario
Best Case Scenario offer strategic and tactical marketing and sales consultancy to organisations across
About AIIA
The Australian Information Industry Association (AIIA) is the nation’s peak industry body for the technology sector. AIIA sets the strategic direction of the industry, influences public policy and provides members with productivity tools, advisory services and market intelligence to accelerate their business growth.
Media Contacts
For questions on the study or Best Case Scenario, please contact:
Luli Adeyemo, Director
Best Case Scenario
www.bestcasescenario.com.au
For questions regarding the AIIA, please contact:
Rhett Somers
r.somers@aiia.com.au
(02) 6281 9413
0411 670 007