Marketers in the UK are feeling overwhelmed by the pressure to monitor external factors and threats that could have a detrimental impact on their content campaigns following the country’s decision to vote to leave the European Union last year.
A new report by media intelligence agency Meltwater polled the opinions of more than 250 senior-level UK marketers earlier this year and found that the vast majority are now having to work harder to keep on top of external factors, which can change and evolve on a daily basis due to the complex political climate.
More than half of respondents said that the Brexit vote has resulted in a general uncertainty across the marketing business. A similar number claimed that budget restraints have been more of a worry during the last 12 months, while 36 per cent said that the prospect of having to plan campaigns in other markets has added to the pressure.
Concerns have also been exacerbated by a general “ad-hoc” approach to measuring the success of campaigns across social media and other platforms. Half of those polled admitted that “things sometimes get missed,” and over a third said that the abundance of media and sentiment measurement tools are making it too difficult to double down on solutions that deliver relevant and meaningful insights.
Perhaps more damning for senior marketers is that just 27 per cent said that their current setup for measuring external insights is robust and perfectly executed. The report suggests that marketers would be best served in using digital agencies for content creation, as they would then be able to place a greater focus on tracking external factors that are shaping the modern marketing industry.
“At a time when the political climate is so uncertain, marketers clearly feel more under pressure than ever to keep a tight handle on any external factors which could impact their business,” Meltwater Area Director Greg Hollister said.
He added: “At any given time, developments in the news agenda or across social media could present threats or opportunities to the marketing community, so it’s paramount they remain consistently immersed in their macro environment and particularly their competitive landscape.”