Two in five markets say emerging tech fails to live up to its hype

A sign lit up to spell 'hype'

Emerging technologies such as blockchain, AI, and IoT platforms are exciting for marketers, but many businesses are not getting the ROI they had hoped for.

That is according to a GetApp survey of 301 marketers, in which 65% say emerging martech inspires them to do their best work, but nearly half (49%) admit they have faced challenges with these much-hyped technologies, including integration issues, governance complications, and cost.

It can be risky to invest in...

14 June 2022 | Automation

A quarter of Brits plan to sign up to more subscription services

Netflix on a tablet.

24% of UK consumers plan to sign up for more subscription services, according to a survey conducted by Recurly, a subscription management and billing platform.

The study also revealed that consumers are more loyal (59%) and tend to spend more money (45%) with brands and businesses they subscribe to.

Conducted this year, the survey of more than 2,000 consumers highlights that most (93%) spend up to £150 per month on subscriptions, and are now more willing to spend their...

13 June 2022 | CMO

Almost half of CMOs feel data hinders creativity

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42% of CMOs believe data is hindering creativity among marketing teams, according to a new report by Adverity, a data and analytics platform for marketing, sales and e-commerce teams.

The report, entitled 'Data, People, and Culture: The Evolving Role of the Modern CMO', surveyed 300 CMOs across the US, UK, and DACH region (Germany, Austria, and Switzerland) from small to midsize businesses, to better understand how the role of the CMO is changing amid the growing digitalization of...

25 May 2022 | Best Practice

Marketing effectively in today’s multifaceted buying landscape

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The buying landscape has changed. Two thirds of B2B buyers in the last year preferred remote human interactions and digital self-service over traditional buyer experiences - indicating that we’re seeing the end of old school selling. Buyers have more power than ever before, demanding smarter, more flexible, and quicker routes to purchase. The sales cycle has therefore become much more complicated, and many sales teams are falling behind as a result.

We’re entering a new era of...

23 April 2022 | Best Practice

B2B marketing investment investment continues to increase in 2022

A pile of £20 notes.

More than three quarters (79%) of respondents consider B2B marketing very important to business growth, and more than half (64%) are looking to refresh digital marketing plans this year.

This is according to the second annual B2B Marketing Survey from creative technology studio Appetite Creative Solutions.

B2B marketing is considered an important new business driver (34%), helps deliver sales and ecommerce (22%), and creates strong brand identity (20%). With 60% planning...

22 April 2022 | CMO

Junior marketers are driving customer experience innovation

A team planning with post-it notes.

Junior marketers are playing a leading role in driving innovation, with 50% saying that trying out new techniques and ideas to improve customer experiences is a major part of their day-to-day activities, according to a survey from digital experience platform provider Optimizely.

In its Culture of Experimentation report, based on a survey of 200 UK in-house marketing executives, assistants and managers, Optimizely also highlights that 50% of marketing assistants are directly...

21 April 2022 | Best Practice

Global annual marketing spend to reach $4.7 trillion by 2025

A close up of a dollar bill.

Annual marketing spend will reach $4.7 trillion by 2025, which represents growth of $1.1 trillion from 2021 to 2025 at a compound annual growth rate (CAGR) of 7% — an acceleration above the 5% CAGR from 2015 to 2019.

This is according to industry analyst firm Forrester, which has published a new report titled ‘2022 Marketing Investment Forecast.

Brands are eager to understand how to adjust their marketing investments based on the impact of the pandemic. They will...

7 April 2022 | CMO

97% of companies have moved at least part of their digital marketing in-house

A house lit up in the evening.

The past 12 months have completely altered the way brands approach their digital initiatives, according to a study by creative management platform Bannerflow, which surveyed senior European marketers to investigate how in-house marketing teams are evolving in 2022.

The report includes responses from businesses in a range of different industries, including entertainment & media, mobile & online gaming, retail & e-commerce, iGaming, consumer tech, financial services,...

7 March 2022 | Automation

Four in five UK companies ‘unable to scale’ digital transformation plans

People sitting at a table with a phone and laptop.

Many UK businesses are in danger of suffering stunted growth due to a lack of investment in core IT connectivity systems.

A new report has found that four in every five UK firms are unable to scale plans to their fullest potential with current connectivity arrangements. Just 20% of UK businesses state they are in a position to undertake digital transformation plans.

This comes as 84% of enterprise organisations state their digital transformation plans have accelerated...

17 February 2022 | Automation

CMOs lack data capabilities needed to hit growth targets

A dart board.

UK C-suite and CMO executives agree that data and analytics are vital to business growth yet lack the capabilities required to achieve their targets.

This is according to a Realise UNLIMITED study, which surveyed more than 80 C-suite execs with annual sales of at least £30 million, and found over four-fifths of respondents (81.5%) agree data and analytics are crucial to growing their business. 

However, execs admitted they weren’t sure what good data and...

24 January 2022 | Big Data