1. CEOs’ top business priorities
CEOs’ top areas of focus for 2017 and 2018 are growth, IT, corporate and the customer.
Marketing comes in ninth, cited by 8% of CEOs.
2. UK ad spend hits a high
Marketers spent £21.4bn on advertising in 2016, with the 3.7% rise marking the seventh consecutive year of growth.
Digital continues to dominate, up 13.4% to £10.3bn and equal to 48% of total spend. Some 95% of money entering the market came from digital formats.
3. The digital duopoly
Google and Facebook accounted for 89% of the growth in the US ad market in 2016. Google saw revenues increase by 49%, with Facebook on 40%.
4. Creating social media posts
Brands don’t understand how long it takes influencers to create posts and promote content.
26% of influencers say it takes between one and three hours from initial idea to publishing. 11% spend between three and five hours. Yet half take less than 60 minutes.
5. Are marketers quitters?
Marketers find it the most difficult to quit their job of any UK profession. While 78.9% have quit a job in the past, 60% said they felt nervous about doing so.
The top reasons for marketers to quit are a better opportunity coming along, taking time out or going travelling, and to study.