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Marketing now more science than art, says ANZ head of marketing

Carolyn BendallThe Australia head of marketing for ANZ Bank, one of the region’s largest financial services groups,, has said the profession is now more science than art in the digital-led world.

Carolyn Bendall told a conference that the shift from traditional to digital has led to a “rapid” change in how and where money is spent, revealing how the bank will spend three times more on paid search marketing this year than it did in 2014.

She added that the rise of content, and content marketing, was “rapidly replacing” much of the role of traditional above and below the line advertising.

Every brand is “facing the challenge” of how to create engaging and sharable content, Bendall told the CMO Disrupt conference in Sydney this morning.

She said the shift is “having implications of how we allocate our budgets, the skills we are hiring, agencies we are engaging and the tools and platforms we need to build”.

Bendall said the marketing professions was now more concerned with science than art.

“I am applying social and behavioural science, analytics and data driven marketing every day,” she said. “We have jobs in our team and skills we have hired for that didn’t exist even a couple of years ago. My head of analytical marketing has a PhD in neuro science.”

Bendall added that share of voice was now virtually meaningless as she urged CMOs to create their own disruption.

“Share if voice is no longer meaningful and CMOs need to be prepared to disrupt their own businesses and their own business models,” she said.

“Today’s marketing discipline is far more science than art and it is here to stay.”

Despite the conclusion, she acknowledged there was more to modern marketing than digital, identifying out of home and sponsorship as areas that provide “brand experiences that digital cannot do”.

Steve Jones

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