Misplaced ads, mental health, ad spend: 5 killer stats to start your week
We arm you with all the marketing stats that matter this week including nine in 10 UK marketers manage international campaigns and executives blame advertisers for misplaced ads.
1. Executives blame advertisers for misplaced ads
Three-quarters (75%) of executives say they’ve seen brands advertising alongside unsavoury or objectionable stories or videos, with 77% of those suggesting this may damage or tarnish a brand’s reputation.
Nearly two-thirds (62%) of executives say brands are responsible for where ads are placed. But 88% agree Facebook and Google need to do more to control fake news and 81% believe they should be held accountable for the content they carry.
The number of people who have doubts about fake news hindering the reliability of news stories is growing, with those sceptical about the truth of news stories climbing from 79% last year to 85% in 2018.
When it comes to their own data, 91% of executives are not convinced companies delete their personal information when they cancel an account or subscription, with 97% urging these companies to be more transparent.
2. Nine in 10 UK marketers manage international campaigns
Nine in 10 (89%) of UK marketers are now managing international marketing campaigns, with 55% actively managing campaigns across Europe and a further 14% managing campaigns further afield.
But just 11% of marketers have local marketing teams abroad, meaning 61% of are relying on UK teams to take charge of global campaigns.
Asia-Pacific is a region quickly growing in importance for UK marketers, with 82% viewing consumers in this region as ‘premium buyers’.
Meanwhile, voice has overtaken virtual reality as the focus for UK marketers with 44% targeting consumers overseas using voice.
Source: Rakuten Marketing
3. Third of marketers consider quitting due to lack of mental health support
The majority (80%) of marketing professionals say there’s not enough being done to support mental health at work, triggering 30% to consider quitting their jobs
Another 61% of marketers say their jobs make them feel anxious or depressed.
In order to help support staff, 40% of marketers feel their employer should promote a healthy work-life balance. Other measures include creating an environment where mental health is not stigmatised (20%), allowing employees to take time out when needed (18%), referring employees to a counselling service (12%) and talking more openly about mental health (10%).
Most (92%) of professionals in the marketing sector believe employers should offer mental health days for staff, with 90% agreeing they’d be more likely to work for a company that did.
Source: CV Library
4. Global advertising spending to grow at record rate this year
Global ad spend is predicted to grow by 6.4% to $551bn (£416bn) this year – the fastest rate of growth since 2010.
The FIFA World Cup and the US mid-term elections have helped to boost spending.
Ad spend is predicted to grow by 6.4% in the USA, 10% in China, 12% in Russia and 12.5% in India. Meanwhile, Latin America is expected to grow by 10% and the Middle East by 9%, with Western Europe expected to see a 4.1% boost.
UK ad spend is expected to rise by 5.8% in 2018, to reach an all-time high £19.2bn, but the rate of growth is actually slower than in 2017 when ad spend grew by 7.6%.
Digital accounts for almost half of the projected growth in 2018.
5. Businesses miss sales and revenue as a result of inefficient marketing tech
Almost all (95%) of organisations say their customer experience is in critical need of improvement.
While more than 60% of marketing respondents say they’re leaving significant revenue and sales opportunities on the table due to their marketing technology.
One of the biggest barriers is the lack of collaboration between CMOs, chief information officers and chief digital officers, which the majority of respondents cited as hampering their company’s ability to deliver great customer experiences.
Two-thirds of respondents agree their organisations aren’t very mature when it comes to understanding the customer experience, personalistion and data analytics.