There’s only one thing that stays the same in digital marketing: change. Businesses are constantly reshaping strategies to combat new obstacles in the ever-evolving industry. It’s why we launched our second State of Digital Marketing 2022 report in the U.K. – to give you fresh insight into new digital marketing statistics that you need to know from this year to create outstanding Customer Experiences.
Our research comes from surveying +700 marketers from the eCommerce, retail, finance, media & publishing, telecommunications, and tourism & leisure sectors in the U.K. For the full results, download our infographic to uncover their key challenges, how their strategy has evolved, and their new priorities beyond 2022.
But if you’re looking for some extra insight, we’ve gone ahead and handpicked six digital marketing statistics with key takeaways from Maurizio Alberti, VP of Sales at Mapp.
Almost half (46%) credited the growth to increased demand for their products. A third attributed this growth to better marketing strategies, but a quarter believe it was down to new marketing technologies or automation.
“Consumers have the time and privacy to browse across multiple devices, thanks to hybrid working. It’s become an opportunity for marketers who’ve been ramping up their cross-channel marketing to cut through the noise and acquire sales, and they’re navigating their strategies using their MarTech to engage passive and active shoppers with their brand across multiple touchpoints.”
And for 34% of respondents, this figure sat as low as 10%.
“To drive customer engagement with targeted personalization, you need to know your customers first. We’ve seen marketers trying to work with fragmented data and intelligence because their MarTech stack keeps piling up as siloes. And siloed systems mean siloed customer views. The quality of your platform matters here, as you should be unlocking different data points and combining these in one place, to help build a 360-customer view that evolves your marketing.”
Learn more about unified customer profiles in our guide.
Personalization remains a key priority for businesses as they realize the customer lifetime value potential. 29% in the market study want to implement personalized experiences in the next year – that’s 16% more than in last years’ study.
“Customer acquisition is becoming costly, and marketers are still dealing with tightened budgets. Now, they’re prioritizing personalization to try to engage customers and drive customer retention, as online competition gets fiercer. Paving a delightful customer journey is essential here to pivot a seamless customer experience, by using the right content, on the right channel, at the right time. This can really create experiences that resonate into repeat purchases.”
Spot the friction in your journey with our free Customer Journey Map Template.
But only 28% have a strategy for the death of third-party cookies. As the landscape keeps changing, it’s tough to keep track. Leveraging zero-party data and first-party data in a GDPR.compliant way makes your data sources reliable, accurate, and trustworthy.
“Businesses were hit hard with several challenges last year – and the iOS 15 changes was one of them. Modern marketers are expected to innovate and readapt quickly to maintain momentum. Your relationship with your MarTech companies can be your greatest strength here, as their expertise and solution extend over to help brands combat this through their marketing strategies, with the speed of technology and the knowledge of the builders behind it.”
Get to know our top tips on adjusting to the iOS 15 changes.
“Last year, we found that companies increased their digital and technology innovation investment because of the pandemic. But just like a flashy car, you only get true value when knowing how to drive it. Once you unlock the power of data, you’ve unlocked a window into knowing your customers to activate and drive data-driven programs. By putting valuable insights at the core of your marketing, it enables a frictionless customer experience.”
Read more about this in data-driven marketing.
“Driving more revenue in digital marketing means you need to be more hands-on. There’s often a lack of data knowledge which causes marketers to depend on their internal I.T. teams and data analysts – that are hard to come by. Having an intuitive insight-led CX platform that integrates between your MarTech platforms, centralizes data, and provides valuable insights with support & training, can help you maximize the effectiveness of each campaign and save time to be more productive.”
Our U.K. infographic summarizes all the key digital marketing statistics from our research that you need to know. But if you’re looking for the results from our regional surveys conducted in Germany and Italy, they’re also ready to download!