The pandemic has resulted in improved digital marketing capabilities – but driving growth in the digital age brings new complexities and marketing needs.
WARC’s State of the Industry 2022: Modern Marketing in EMEA report, released in association with the MMA, the non-profit trade association, provides a current snapshot into how the industry is driving growth, and offers takeaways for marketers, agencies and media owners for the challenges arising from current trends and highlights future opportunities.
The annual study is based on an online survey, conducted by WARC in association with MMA EMEA, with more than 700 marketing professionals taking part – a mix of client-side, agency, media owner and technology vendor marketers. The survey was carried across EMEA in May and June 2022.
State of the Industry 2022: Modern marketing in EMEA highlights the following insights:
Paul Stringer, Managing Editor, WARC, commented: “As a result of the pandemic, we observe a general improvement in organisations’ digital capabilities. However, measurement and skills’ gaps are clear areas of concern for the industry. It is also interesting to observe marketing professionals say they are preparing for the advancement of Web3, which promises to open up new creative and commercial opportunities for brands”
Chris Babayode, MD, MMA EMEA, added: “In these challenging times, it’s particularly gratifying to be able to provide insights and science backed truths as to how and where the marketing community can drive their future growth. One significant takeaway we found was that data is a key building-block in digital marketing strategies and is being leveraged widely to drive improvements in marketing.”
This content was originally published here.