Two thirds of SMEs have no marketing plan

After a long period of economic stagnation, a study of almost 2,000 decision-makers has found that 67% of businesses have no marketing action plan, and more than half don’t even have a business plan. 

The Marketing Maturity Report, by The Marketing Centre, asked people from hundreds of small and medium-sized businesses across the UK to mark themselves against 60 statements, to understand what companies are doing to grow their business.  

The majority of...

31 January 2024 | CMO

Most marketing managers forced to execute strategies they had no say in

More than half of marketing (53%), sales (55%), and customer experience (57%) managers report being sidelined during strategic discussions, yet are still expected to execute plans.

This is according to research from HubSpot’s Behind the scenes: A Marketing, Sale and Customer Success pulse check survey, which indicates a disconnection between business decision-makers and those tasked with delivering customer success in a revitalised post-pandemic UK...

19 July 2023 | Best Practice

Marketing industry urged to reduce ‘alarming’ digital waste levels

Investis Digital (iDX) – a global digital company focused on performance-driven, data-driven solutions – has released the findings of a commissioned study conducted by Forrester Consulting on the financial and environmental waste caused by companies’ investments in technology and software, and duplicative digital advertising and content strategies.

The problem: Managing MarTech

Only 17% of companies indicated that their different technology components work together...

18 July 2023 | Best Practice

74% of marketers embrace simplification amid economic downturn

Clevertouch Marketing, a martech consulting and service provider, has revealed the results of its latest annual State of Martech research.

In partnership with the University of Southampton Business School, a world top 100 university (QS World University Rankings 2022), Clevertouch surveyed more than 650 senior marketers across the UK, EMEA and USA to create a picture of the current state of the martech landscape.

Key findings:

Marketers are increasingly turning...

14 March 2023 | Advertising Technology

Two thirds of marketers plan to prioritise full-funnel media planning in 2023

More than eight in ten (85%) are adjusting marketing strategies to prepare for a recession. Amidst mounting pressure to improve ROI, marketers are focusing on reducing unnecessary spend (71%), consolidating marketing efforts (68%), and bringing tech/services back in-house (67%).

This is according to a study of 260 global marketing decision makers by the DAC Group.

Mike Fantis, managing partner at DAC Group London, said: “Brands recognise they need to tighten their...

24 February 2023 | Advertising Technology

88% of agencies urge new digital channel adoption to drive ROI and growth in 2023

A plant growing in a glass full of coins.

Most UK media agency professionals (57%) are confident brands can drive growth with the right strategy. This boils down to one key recommendation: investment in emerging media. 88% agree their clients should be exploring new digital channels in 2023.

This was one of the conclusions from a study titled The Advertiser’s Guide to New and Emerging Channels in 2023 conducted by commerce media company Criteo.

The study of more than 800 senior media agency professionals...

17 January 2023 | Branding

Creating a recession-proof marketing strategy 

Someone taking a dollar out of a wallet.

Rob Freedman, head of growth marketing at Zuper, shares three surefire marketing strategies that can help withstand today’s recessionary environment.

Well-known advertising executive Bruce Barton famously said: “In good times people want to advertise; in bad times, they have to.” 

If marketers have learned anything over the past two plus years, it is that competition is growing, inflation is climbing, and consumers are spending more time online than ever...

3 January 2023 | Automation

B2B marketing leaders optimistic about marketing strategies despite economic uncertainty

Despite around half of B2B marketing leaders globally saying their budgets have been impacted in some way due to current economic conditions, the majority (76%) remain optimistic about their marketing strategy over the next six months.

This is according to a new study from LinkedIn, the world's largest professional network and leading B2B advertising platform.

The global B2B Marketer Sentiment study, which surveyed 1,700+ B2B marketing leaders from across the world,...

21 October 2022 | Best Practice