Data is a key element of digital marketing strategies: WARC report


WARC, in association with the MMA, has released “State of the Industry 2022: Modern Marketing in EMEA”, an annual report providing a current overview of how brands, agencies, media owners and technology providers region stimulate growth. The report also examines challenges from current trends and future opportunities and offers takeaways for marketers, agencies, and media owners for challenges arising from current trends and highlights future opportunities.

The pandemic has led to improved digital marketing capabilities. But growth in the digital age brings new complexities and new marketing needs. Skills and measurement are key gaps for almost half of advertisers, while some are already preparing for the arrival of Web3.

The annual study is based on an online survey, conducted by WARC in association with MMA EMEA, with over 700 participating marketers – a mix of client-side marketers, agency, media owner and supplier of technology. The survey was conducted across EMEA in May and June 2022.

State of the Industry 2022: Modern marketing in EMEA highlights the following key insights:

  1. The pandemic has resulted in improved digital marketing capabilities for the majority (70%) of businesses.
  2. Data is a key part of digital marketing strategies and is widely leveraged to improve marketing. Nearly three-quarters (73%) of respondents say their marketing strategy is now driven by insights from consumer data.
  3. More than a third (38%) of marketers are preparing for the advancement of Web3, while almost half (44%) expect the metaverse to impact marketing within five year.
  4. While brand awareness and generating sales are two key digital marketing priorities, marketers don’t always use metrics to measure brand and business results. The most used metrics are engagement (68%), business (54%) and attitude (30%).
  5. Audio and games are untapped opportunities for marketers, receiving a fraction of the overall marketing budget compared to other channels. Audio receives just 4% of digital advertising budgets and games just 3%, although both are highlighted as consumer behaviors that are expected to have a significant impact on marketing.
  6. Multiscreening (cited by 53% of respondents) and watching videos (50%) are recognized as the most significant consumption behaviors for marketing.
  7. Personalization, AI and machine learning are the technologies expected to have the most impact on marketing over the next five years, cited by 53% of survey respondents, up from 49% in 2021.
  8. Skills (41%) and measurement (39%) are recognized as the top barriers to marketing growth in EMEA.

Summarizing, Paul Stringer, Editor, WARC, said: “Following the pandemic, we are seeing a general improvement in the digital capabilities of organizations. However, measurement and skills gaps are obvious areas of concern for the industry. It’s also interesting to watch marketers say they’re preparing for the advance of Web3, which promises to unlock new creative and business opportunities for brands.

Chris Babayode, MD, MMA EMEA, said, “During these difficult times, it is especially rewarding to be able to provide science-based insights and truths about how and where the marketing community can drive future growth. We have found that data is a key part of digital marketing strategies and is widely leveraged to improve marketing. »


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