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Rakuten Marketing Drills Down into Confident New Breed of UK Marketers

Rakuten Marketing Drills Down into Confident New Breed of UK Marketers

PerformanceIN

UK marketers are the most confident among their international counterparts when it comes to getting the most out of their ad spend, in findings from a report by Rakuten Marketing which drills down into a new breed of marketers in 2018.

Marketers in the UK are least concerned about wasting their ad budgets, with just 20% of total budgets believed to be lost on the wrong channels or strategies.

The findings come from research by Rakuten Marketing on over 1,000 marketers across the UK, US, France, Germany and Asia-Pacific (APAC) regions, exploring the perception of ad spend efficiency across multiple markets.

On a global level by comparison to the UK, over a quarter of marketers (26%) believed ad spend to be misplaced, while marketers in France (30%) and the US (30%) showed higher levels of skepticism.

Profession to lifestyle

Exploring the priorities of marketers in the UK, Rakuten Marketing identified four key profiles - ‘architects’ (experienced data analysts), ‘advancers’ (who chase new channels and campaigns), ‘advocates’ (networkers with focus for video content) and ‘adaptors’ (marketing optimisation specialists).

According to findings, 22% of data-driven architects - which represent 12% of UK marketers - believed just 18% of their total marketing budget was misplaced - the least waste of all four types.

The research further found that advancers, who constitute 49%, are actively investing in newer channels such as voice (36%) and virtual reality solutions (28%), while advocates - the “old school networkers” that make up 31% - perceive a clear role for video content in 2018 with 56% planning investment. However, just 5% of this group still holding faith in the role influencer marketing.

Meanwhile, among the smallest (9%) segment of marketers, 68% of adaptors are turning away from traditional sales peaks in a bid to keep campaigns consistent throughout the year.

“The fact that advancers and advocates dominate the marketer population today at 81% is no surprise,” commented Alison O’Leary, founder at LiveTrue Career & Life Coaching.

“With the infinite advent of new technologies and channels and the personal relationship expectations of consumers, marketing has moved from a profession to a lifestyle. However, the disciplined, data-focused skills of adapters and architects are equally vital.”

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Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

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