6. Are you optimistic or pessimistic about the next 12 months?
Australian
Automotive
marketers
are very
upbeat.
Optimistic
86%
7%
7%
Pessimistic
Neither
7. Marketers
are excited
about the
opportunities
with Electric
Vehicles.
What are they key opportunities you are looking to
take advantage of in the next 12 months?
digital customer journey
electric vehicle
new products
automation
speed
shift
growth
sponsorship
digital media consumption
new vehicle
interest
consolidation of market
solutions
opportunities
market place
digitisation
ability
9. When it comes to Martech, which platforms are your priorities
for investment in the next 12 months?
Investment
in CRM is the
clear priority.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
None of the above
CMS
Digital Asset Management
CDP
Digital Analytics
Data Warehouse
Data Management
Marketing Automation
CRM
10. What is the biggest challenge facing the marketing team?
Market
forces and
skill-set
shortages
represent
the biggest
challenges
to marketing
teams.
0%
40%
10%
50%
20%
60%
80%
30%
70%
90%
100%
Marketing
Team
Internal
Stakeholders
Market
Forces
Vendor
Relationship
New Product
Development
A Challenge
Significant
Challenge
Limited
Challenge
Not a
Challenge
12. How do you expect your marketing budget to change in the
next 12 months?
Automotive
marketers
are looking
to maintain
or increase
marketing
budgets.
Remain
the same
Reduce by
1% to 20%
44%
21%
21%
7%
7%
Reduce
20% +
Increase
by 20% +
Increase
from 1% to 20%
13. What portion of your marketing budget is invested in digital?
Digital
marketing
continues
to dominate
spend.
29%
40% - 49%
14%
10% - 19%
57%
50% +
14. How much of your marketing budget
do you currently invest in content/
production?
How much of your marketing budget
do you currently invest
in Martech?
A relatively
small
proportion of
marketing
budget is
allocated to
content/
production and
Martech.
I don’t know
20 - 29%
<10%
<10%
30%+
30%+
10 - 19%
10 - 19%
0% 0%
10% 10%
20% 20%
30% 30%
40% 40%
50% 50%
60% 60%
70%
Content / Production Martech
16. Commitment
to agile isn’t
uniform
across the
industry.
0%
40%
10%
50%
20%
60%
30%
70%
Agile
Where is your organisation currently in it’s adoption
of the following:
0% to 25%
25% to 50% 76% to 100% 100%
51% to 75%
17. Data privacy
journey is on
the way, and
in some
cases, sorted!
0%
40%
10%
50%
20%
60%
30%
70%
Data Privacy
Where is your organisation currently in it’s adoption
of the following:
0% to 25%
25% to 50% 76% to 100% 100%
51% to 75%
18. Customer
experience is
a priority
and making
progress.
0%
40%
10%
50%
20%
60%
30%
70%
Customer Experience
Where is your organisation currently in it’s adoption
of the following:
0% to 25%
25% to 50% 76% to 100% 100%
51% to 75%
19. Most
companies are
deep into their
digital
transformation
journey.
0%
40%
10%
50%
20%
60%
30%
70%
Digital Transformation
Where is your organisation currently in it’s adoption
of the following:
0% to 25%
25% to 50% 76% to 100% 100%
51% to 75%
20. In terms of your marketing - where are you looking for outside
help?
Automotive
Marketers
are looking
for outside
help in Data
Analytics.
None of the above
Agile Training
Martech Strategy
Mobile App Maintenance
Other
Website Maintenance
Digital Media Platform
Digital Analytics
Martech Optimisation
New Website Build
Content Creation
Marketing Automation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
22. Summary
Objective,
Opportunities
and Challenges
1.0
Australian Automotive marketers are
optimistic about the future
EV’s and Digital Customer Experience are key
opportunities
Objectives focus on Customer Acquisition and
Retention
CRM is the key area for investment.
Market forces and skill-sets of the Marketing
Team represents the largest challenge.
The Road
Ahead for
Australian
Automotive
Marketing.
23. Marketing
Budgets
Marketing Ways
of Working
2.0
3.0
Marketing budgets to largely remain the same
or increase
Digital continues to dominate spend.
Content and Martech portions representing a
small piece of the pie.
Agile - Commitment to agile isn’t uniform
across the industry
Data Privacy - On the way, and in some cases,
sorted
Customer Experience - A priority and making
progress
Digital Transformation - Most companies are
deep into their journey
The Road
Ahead for
Australian
Automotive
Marketing
