Two hundred and fifty-six high-level European marketers were asked about their view on the future of marketing.
In a report by The Economist The Rise of the Marketer – Western Europe, the Europeans identified five key changes that could affect the future of marketing in their region.
The factors included understanding the needs of overhauling the structure of a company to match its needs, customer retention, the influence of European marketers within their organization, shifting to digital marketing and using data.
European marketers will shift focus to achieve new responsibilities.
87 percent of European marketers agreed that they need to change the structure and organization to fit changing needs in three-to-five years as they expect to have different responsibilities in the near future.
European marketers will become more data driven.
53 percent of marketers strongly believe that they will be using data effectively for insight and engagement in the next three to five years.
Europeans marketers will use technology to build brand advocacy.
58 percent are highly confident that they will be using technology to build advocacy and trust in the next three to five years. These percentages are higher than the rest of the world.
European marketers will invest more in social and mobile marketing.
Mobile and social marketing will most likely see a bigger investment in three to five years according to the report.
European marketers are mostly optimistic about technology in the future with mobile and social marketing becoming more involved in their day to day marketing operations. If there’s one thing Europeans and Americans can agree on is the future of marketing involves a big technological upheaval.
To learn more, you can read the full report The Rise of the Marketer – Western Europe.
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