10 Key Insights from the 2018 Senior Marketer Monitor Report

In March, Colmar Brunton, in collaboration with the Australian Marketing Institute (AMI), presented their findings from their annual study of Australia's senior marketing professionals. Since 2009, this study has provided insights into the minds of marketers; enabling a deeper understanding of the sentiments, priorities, challenges and channels used today.

The University of Sydney does its best to equip Master of Marketing students with the skills to thrive in their careers, but with the ever-changing face of marketing, it’s important to keep up to date with trends, especially when it comes to starting off in a career.

Keep reading to find out the key insights from the report and learn how the Australian marketing industry is shaping up for 2018.

1. Marketing in Australia at a glance.

2. Total budget expectations are expected to increase.

The main budget drivers were said to be linked to challenges with leadership, tightening of purse strings, and a shift to a more technical focus means that marketing is seen as an optional spend, whereas relationship building is more of a priority.

3. Getting the message across to the right audience at the right time is a bit of a challenge for commercial marketers.

4. Commercial marketers don't really know what to do with big data and many are ill-equipped to manage high priority challenges like innovation, measuring effectiveness and integrated campaign measurement.

5. For government organisations and not-for-profits, marketers feel ill-equipped to manage trends, strategies, measure integrated campaigns, acquire new customers, calculate ROI and be innovative.

6. Commercial priorities are to increase sales and customer acquisition, whereas for the government and not-for-profits, the top focus is centred around building a community and enhancing the customer experience.

7. Internal marketing and product development are not so important, right now.

8. The transition to the digital era, a focus on brand and market changes are major change drivers.

9. Communication channels like social, online and content are dominating the market sphere.

10. The digital age has put customers at the centre of a less traditional approach to marketing.

Click here to read the full version of the 2018 Australian Senior Marketer Monitor Report conducted by Colmar Brunton and the AMI.

Alyce Brierley

Graduating student from the Master of Marketing program at the University of Sydney Business School.