The new year might be approaching but senior marketers are facing the same old issues, with limited budgets and a lack of data continuing to vex the minds of the industry’s finest but the new threat of poor internal communication is catching up fast.
According to a survey completed by over 300 senior marketing professionals across the UK who judged the DMA Awards 2022, ‘limited budget’ remains the most significant challenge across the industry, although it has declined in prominence over the past year (by -8% to 47%). Whether next year’s predicted cutbacks will see it soar again, remains to be seen.
“Lack of data” came in a close second, for 46% of marketers, up 3% over the past year, however, the challenge with the most significant growth this year poor internal communication (up 7% to 33%).
DMA director of insight Ian Gibbs reckons it has become of increasing concern since the pandemic began. He added: “Perhaps this is partly driven by remote working, with less face-to-face meetings and fewer opportunities to ask colleagues questions directly. Senior management teams must review this if we are to make a continued success of our new hybrid working models.”
Gibbs maintains the lack of data experienced by many businesses, especially SMEs, is one of the key reasons behind the Government’s plans for UK data reform – to help foster an innovative and supportive business environment, while maintaining the fundamental principles of protecting consumers’ rights.
Meanwhile, the number of marketers receiving industry-specific training by their employers has declined by 10%, to just 58%, over the past 12 months. This is a worrying decline considering the growing number of creative, data and digital skills gaps plaguing the industry, the DMA claims.
To help tackle the decline of specialised training, the industry body is championing micro-upskilling; it is claimed that by spending as little as one hour a week on structured online learning and professional development, industry professionals can achieve far more consistent training on a regular basis.
Gibbs concluded: “With the upcoming changes to UK GDPR, we’re entering a new phase of data privacy regulation, likely requiring additional learning and training simply to keep up-to-date. Therefore, it is becoming increasingly integral for marketers to be well-versed in best practice of data acquisition, storage, and usage.”
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