NEWS: Marketing ‘more challenging than ever’

Eighty-five per cent of marketing executives believe marketing ‘is more challenging than ever’, according to a new infographic by marketing agency FifthRing.

The research also revealed that marketing programmes now consume four per cent of a B2B brand’s revenue, with website and email accounting for 41 per cent of modern budgets.

In future 68 per cent of practitioners plan to decrease spending on traditional advertising and 70 per cent expect to increase their digital ad spend.

However, 27 per cent of marketing executives feel under less budget pressure than in previous years.

Meanwhile, the infographic revealed that only one in five marketers are confident that the return on their marketing efforts can be measured accurately. Plus, 52 per cent feel challenged to connect marketing goals to overall business objectives.