Digital & Marketing in Focus
Australia 2023 | Marketing & e-commerce study
About your organisation
What industry do you work in?
Please Select
Accountancy
Advertising & PR
Agriculture
Automotive
Building & Construction
Business Services & Consultancies
Education
Engineering
FMCG
Financial Services
Healthcare
Human Resources & Personnel
Industrial/Manufacturing
IT
Media
Medical & Nursing
Membership & Associations
Not for Profit & Charity
Online
Pharmaceuticals
Property & Real Estate
Public Sector & Government
Retail
Saas
Sales
Sport/Entertainment
Transport & Rail
Telecommunications
Travel & Tourism
Utilities
Other
What is your job title?
*
CMO/Marketing Director
CXO/Digital Leader
Head/Divisional Marketing Leader (eg head of a brand or CRM, etc)
E-commerce Director / Head of E-commerce / Sales Director
Marketing / Digital Manager
E-commerce Manager / Sales Manager
Head of Digital Product
Individual Contributor - Marketing/Digital or E-commerce
What is the size of your organisation (in Australia)?
*
0 – 10 employees
11- 50 employees
51 – 200 employees
201 – 500 employees
501 – 1000 employees
1001 – 5000 employees
5000+ employees
What is the revenue of the organisation (Australian operations)?
*
$0 - $1m
$1,000,001 - $10m
$10,000,001 - $50m
$50,000,001 - $100m
$100,000,001 - $1bn
>$1b
Which market/s is your organisation serving?
B2B
B2C
Serving both B2B & B2C
Does your organisation understand the role of marketing and the power of digital channels & data, and the true value it provides?
*
Yes
No
Somewhat
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Marketing & Digital Themes
What are the key strategic priorities that you and your Marketing and/or Digital team are focused on tackling over the next 12 months? (Select up to 5)
*
Driving the growth agenda for the organisation
Brand development & brand purpose
Digital transformation
Embedding customer centricity
Enhancing the employee experience
Driving innovation & developing new revenue streams
Marketing transformation
Shifting the perception of marketing or digital within the organisation
Successfully implementing MarTech
Building our customer data strategy and better utilising our 1st party data
Building our e-commerce presence
Other (please specify)
What are the biggest challenges you and your Marketing and/or Digital team are facing? (Select up to 5)
*
Balancing short & long term priorities
Buy in to invest in brand
Demonstrating the value of the function
Digital transformation
Embedding customer centricity
Finding time to innovate
Inter-agency collaboration
Marketing transformation
Resource constraints
Shifting the perception of marketing or digital within the organisation
Successfully implementing MarTech
Stakeholder management/engagement
Additional investment in budget and resources
Building our e-commerce presence
Building our customer data strategy and better utilising our 1st party data
Finding and attracting talent
Measuring performance & return from investment of our activities
Which aspects of digital transformation are you finding most difficult? (Select up to 3)
*
A lack of knowledge at the executive leadership table
A lack of support from the executive leadership team
A lack of willingness to adapt within the team and across the organisation
Our team lacks the capability and skills to drive the change and implement the strategy
Securing investment to support the transformation
There is a lack of alignment internally
We are not sure where to start and how to sequence the change
We have no clear direction or strategy
We are not tackling digital transformation
N/A
Other (please specify)
What strategies (if any) are you adopting to improve performance and drive efficiency? (Select up to 3)
*
Auditing media effectiveness
Better measurement to identify opportunities to improve performance
Consolidating agencies
Cutting programs that don’t add value/provide a good return
In-housing resources
Re-tendering agency retainers/negotiating retainers
Automation of processes and manual tasks
Greater focus on test, learn and optimisation
We are not focused on any of the above
N/A
Other (please specify)
Have you in-housed services over the past 12 months?
*
Yes
No
Which services did you bring in-house? (Select up to 3)
*
Content
Creative
Data & analytics
Development (Web or MarTech)
MarTech
Media planning & buying
Social media
UX & CX
We are not looking to move in-house with any services
Do you intend to in-house services over the coming 12 months?
*
Yes
No
Which services do you intend to bring in-house? (Select up to 3)
*
Content
Creative
Data & analytics
Development (Web or MarTech)
MarTech
Media planning & buying
Social media
UX & CX
Other
Over the next 12 months which trends are you focused on when it comes to innovation & experimentation?
Gaming environments
The metaverse
NFTs
Social commerce
Voice based experiences
The use of AI to better harness the value of our data
New e-commerce channels inc quick commerce & marketplaces
Ad-supported streaming video on demand
We are not focused on experimentation
Other
Has your organisation/department begun to plan for the depreciation of 3rd party cookies?
*
No we are yet to start
Yes but we are in the early stages of planning
Yes we have a clear plan and path that we now implementing
Unsure
How much attention and focus is your organisation/team giving to evolving and adapting to changes in privacy and consent?
*
We are not actively making changes/focused on evolving in the privacy & consent space
We have begun some exploratory work
We have a clear plan and path that we now implementing
We began evolving a while ago and privacy/consent is a core consideration in everything we do
Unsure
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Marketing budgets
How has your marketing budget changed over the past 12 months?
*
Reduced by more than 20%
Reduced by less than 20%
Remained the same
Increased by less than 20%
Increased more than 20%
What portion of your marketing budget is spent on digital?
*
< 10%
10 – 19%
20 – 29%
30 – 50%
> 50%
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Training & development
Does your team have a dedicated training & development budget?
*
Yes
No
Unsure
How much is invested in training & development per staff member?
*
We don’t have a set amount per staff member
0 - $500
$501 - $1000
$1001 - $1500
$1500+
What is holding you and your team back when it comes to appropriately up-skilling & developing the team? (Select your top 2)
The market is changing so rapidly we find it hard to remain abreast of changes
The team lacks curiosity and a lack of willingness to learn
We don't have time or space to invest in upskilling
We don't have the budget to invest to the level we need to
We don't prioritise it enough as a team
N/A
Other
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People & Skills
What are the biggest technical skill & knowledge gaps that exist within your team? (Select up to 5)
*
Brand strategy & management
Strategic planning
Commercial acumen
Content development
CX design
Data & analytics
Digital design & development
Digital marketing channel management
E-commerce
SEO
Integrated through the line marketing
Measuring performance & outcomes
Product development & management (inc digital)
Marketing technology (MarTech) strategy & implementation
Test & learn and optimisation
Personalisation & targeting
Other (please specify)
What are the biggest soft skill gaps that exist within your team? (Select up to 5)
*
Communication
Critical thinking & problem solving
Resilience
Emotional intelligence
Time management & prioritisation
Influencing & negotiation
Managing up & across the organisation
Adaptability & flexibility
Planning & project management
Empathy & interpersonal skills
Collaboration & teamwork
Leadership
Work ethic
Data literacy in my department is strong (1 = strongly disagree, 5 = strongly agree)
Digital marketing literacy in my department is strong (1 = strongly disagree, 5 = strongly agree)
Is your team currently adopting agile as a way to more effectively deliver projects and initiatives? (NB: This question refers to formally practising and adopting the discipline of agile – it isn’t referring to general team agility)
*
Yes as a department we have adopted agile or are in the process of doing so
Partially – we adopt it for certain projects ie marketing technology projects
No we don’t currently leverage agile
What do you believe are the most important capabilities to realise your marketing & digital ambitions over the next 12–18 months? (Select up to 5)
*
Brand strategy & management
Content creation & management
Customer research & insights
CX design
Data strategy & management
Integrated marketing planning
MarTech strategy & implementation
Marketing & customer analytics
Media planning & buying
Personalisation & targeting
Strategic planning
Product innovation & management (inc digital product management)
Optimisation and test and learn
E-commerce
Agile marketing
Customer acquisition
Lead generation
Customer retention & growth
Privacy management & data ethics
N/A
What capabilities are you finding the most challenging to build? (Select up to 5)
*
Brand strategy & management
Content creation & management
Customer research & insights
CX design
Data strategy & management
Integrated marketing planning
MarTech strategy & implementation
Marketing & customer analytics
Media planning & buying
Personalisation & targeting
Strategic planning
Product innovation & management (inc digital)
Optimisation and test and learn
E-commerce
Agile marketing
Customer acquisition
Lead generation
Customer retention & growth
Privacy management & data ethics
N/A
What are your intentions in the next 12 months, in relation to team size/resourcing?
*
Increase headcount to meet the changing needs of the business
Maintain current headcount levels
Reduce headcount in line with business needs
Are you responsible for hiring within your team?
*
Yes
No
What type of hiring are you most likely to be doing in 2023?
*
Fixed Term Contract
Permanent
Temporary/Interim
Moving forward would you be happy to recruit remotely & look for candidate's interstate?
*
Yes
No
Probably
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Structure
Where does the responsibility for digital reside within your organisation?
*
It’s split across two functions – part of it sits within marketing and part outside the function
Digital sits as a separate function outside of the marketing department
Digital resides within the IT function
I don't know
Other (please specify)
Who is leading the CX agenda within your organisation? (this relates to who drives the agenda within the org)
*
CX is led by the marketing function
CX is led by a separate function outside of the marketing department
CX is led by customer service
CX is led by digital
I don't know
Other (please specify)
How is your marketing and/or digital function predominantly structured?
*
Based on area of specialisation or channel
Aligned to customer segments or customer life stage
By geography
Aligned to products, brands or categories
Hybrid of a few of these approaches
I don't know
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MarTech
When it comes to MarTech, which platforms are your priorities for investment in the next 12–18 months? (Select up to 3)
*
Customer data platform (CDP)
Marketing automation
Data warehouse
Data management platform (DMP)
CRM
Digital asset management (DAM)
Content management system (CMS)
Digital analytics
Digital commerce
Identify management & resolution
None of the above
Other (please specify)
What are the biggest challenges you face with MarTech? (Select up to 3)
*
Finding talent
Demonstrating return on investment
Finding implementation partners that you can trust/effectively support your needs
Securing investment and buy-in (business case)
Having access to the right platforms and technology to meet our needs
Implementing and embedding the platform
Ability to effectively assess vendors & determine which platform/s are right for the organisation
Ability to collaborate with IT
Integration between platforms
N/A
Other (please specify)
How much of your budget do you currently invest in MarTech? (licenses/support/resources/spend)
*
< 10%
10–19%
20–30%
>30%
N/A
How will your MarTech budget change in the next 12 months?
*
Significantly increase
Increase slightly
Maintain as it is
Decrease slightly
Decrease substantially
N/A
Which department makes the ultimate decision about MarTech investment within your organisation?
*
It is marketings' decision with support from IT
It is shared ownership between IT and Marketing
IT, marketing is not involved
Our digital team in-conjunction with marketing and IT
Our digital team, marketing is not involved
Other (please specify)
Does your role encompass Data & Analytics?
*
Yes
No
Does your role encompass e-commerce?
*
Yes
No
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Data & Analytics
What are your key priorities in the data and analytics space in the next 12–18 months? (Select up to 3)
Invest in AI to mine and model data
Improve data quality
Focus on improving our compliance with data privacy
Embed a data driven approach to marketing and / or digital activities
Look to increase first party data capture
Better leverage the data we have at our disposal for reporting and personalisation
Other (please specify)
What are the biggest challenges your team faces in the data and analytics space? (Select up to 3)
Disparate sources of data
A lack of understanding of what data assets we have
An inability to access customer data
Lack of clarity around ownership of customer data within the organisation
The risk adverse nature of the organisation
We lack the knowledge to effectively utilise data
Our analytics team and marketers speak different languages
Improving compliance with changing privacy legislation
Other (please specify)
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E-commerce
What are your top priorities when it comes to e-commerce over the next 12 months? (Select up to 3)
Channel expansion (e.g marketplaces, quick commerce platforms, social commerce)
Market expansion (new territories or regions)
Building or expanding our DTC model
Improving our delivery proposition & fulfilment
Product portfolio evolution or expansion to better serve customer needs
Improving our end to end e-commerce experience
Optimising supply chain or logistics to improve operations and service
Better integration between our physical stores and online experience
Improving profitability
Optimisation of the onsite experience
Other
What portion of revenue does e-commerce make up of your overall business?
Less than 10%
10-20%
21-30%
31%-40%
41%-50%
51%+
We are a pure-play e-commerce business so its all of our revenue
Unsure
Where does e-commerce reside within the organisation?
Sales
Marketing
Owned by Sales & Marketing (each playing a role)
Its own division
How is e-commerce viewed within your organisation?
An integral channel for our organisation to engage customers and distribute our product or service
An increasingly important channel for the organisation and one which is gaining greater focus and attention
An emerging channel which we need to place greater emphasis on
It is not perceived as a channel of importance
None of the above
What are the biggest barriers to growth in e-commerce within your organisation? (Select up to 3)
Adoption of e-commerce within our category by consumers / customers
The level of investment we are making into e-commerce as an organisation
Our ability to move with the market - we are too slow to adapt / evolve
The technology we are utilising limits flexibility and agility
The organisation is too focused on maintaining & protecting the core part of the business
The whole organisation is not behind e-commerce as a channel
Other
N/A
What level of growth have you seen in e-commerce over the past 12 months?
< 10%
10-19%
20-29%
30%-49%
> 50%
Unsure
Negative growth
What are some of the key challenges you face when it comes to e-commerce within your business?
The whole business is not behind our e-commerce endeavours and direction
We struggle to deliver profitability through e-commerce
We are struggling to scale our e-commerce strategy
We have limited funding available to tap into the true opportunity that e-commerce affords
We can't find the talent/retain the talent needed to be able to deliver on our strategy
We are not resourced appropriately to realise the true potential of e-commerce
Other (please specify)
What are the biggest skill gaps within your e-commerce team?
Optimisation & test and learn
UX
Proposition development
Reporting & measurement
Data analytics
Web development
Online merchandising
Digital marketing & demand generation
Other
What payment options do you currently provide to your customers through e-commerce?
Credit cards
Bank transfers
PayPal
ApplePay
Buy now pay later (eg Afterpay)
Loyalty points & rewards
Crypto
Gift cards
N/A
What payment options are you intending to implement over the next 12 months?
Credit cards
Bank transfers
PayPal
ApplePay
Buy now pay later (eg Afterpay)
Loyalty points & rewards
Crypto
Gift cards
N/A
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Your company name
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*
Six Degrees
Arktic Fox
LinkedIn
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