UK confidence in the growth of data-driven marketing budgets over the next 12 months is riding high and outstripping the rest of the world, according to a new study.
The worldwide review – published by Global DMA – surveyed more than 3,000 marketers in 17 countries, including 257 UK marketers.
Some 75% of Brits believe that expenditure is set to increase next year compared to the global average of 73%.
The UK’s bullish industry also beat the average international performance over the past 12 months, with 67% of UK marketers saying that budgets increased compared to a global average of 63%.
UK marketers’ predictions of expenditure growth next year is fuelled by confidence in increased spend across all one-to-one marketing channels, with the greatest rises expected in “website/ecommerce” (65%), “social media engagement” (61%) and “mobile apps, messaging and user experience” (60%).
Chris Combemale, executive director of the DMA (pictured), said that the UK’s one-to-one marketing industry is surpassing international performance and expectations: “When benchmarked against the rest of the world, the UK one-to-one marketing industry proves to be among the strongest in terms of financial performance, with confidence riding high.
“However, continued strong performance rests on marketers earning and keeping customer trust to use their data. Each marketer and organisation should see one-to-one marketing as an exchange of value between its business looking to prosper and its customer looking to benefit. Doing so will ensure that the UK will remain at the forefront of the global industry.”
In other findings, marketers cite “a desire to maximise efficiency of marketing investments” as the top reason (64%) driving increased expenditure on one-to-one marketing, followed by the “demand to deliver more relevant communications to customers/be more “customer-centric” (50%) and a “general desire to understand more about customers/prospects” (27%).
The UK chapter of the global review of data-driven marketing and advertising, published by Global DMA in partnership with the Winterberry Group and supported by sponsor MediaMath, can be downloaded here >
Nearly 30 direct marketing associations around the world joined forces to launch the Global DMA this summer to champion excellence in data-driven marketing and advertising. Australian DMA chief executive Jodie Sangster – a former member of the UK DMA legal team – is the inaugural chair of the new organisation.
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