UK and German marketers least affected by COVID-19 | WARC | The Feed

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.

Pain point 

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