UK and German marketers least affected by COVID-19 | WARC | The Feed
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UK and German marketers least affected by COVID-19
The majority of marketers suffered lost revenue due to COVID-19 last year, but the UK and Germany were the countries least affected in terms of ‘big declines’ in revenue, according to a new study by Criteo.
What the study found
The State of Digital Advertising report (based on a survey of 1,000 senior marketing executives for brands and retailers across ten markets around the world) found that 10% of UK marketers and 8% of German marketers saw a ‘big decline’ in revenue due to COVID-19. The figures were highest for Spain (25%), the US (22%) and France (21%).
- Three quarters (76%) of those surveyed said the marketing function has increased in importance during the pandemic.
- The biggest reason for the increased significance is acquiring new customers (61%), closely followed by the increased digital marketing activities (59%) for brands and retailers.
- Social media posted the biggest increase in marketing spend in the last six months in the UK (68%), closely followed by retail websites/apps (62%).
- In the UK, 77% expect performance marketing channels will attract more advertising spend in their organisation this year, with website sales (46%) and average customer spend (45%) ranked as the top metrics influencing marketers’ plans.
Over dependence on walled gardens is a top concern: one in three marketers says that among the issues they experience most frequently, their digital campaigns are too dependent on Facebook, Google and Amazon.
Sourced from Criteo
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