Majority of UK senior marketers feel under added pressure following Brexit vote
A majority of UK marketers feel they are under additional pressure to gauge external factors that could harm their business in the aftermath of the Brexit vote in 2016, a study from media intelligence agency Meltwater has found.
Marketers face additional pressures since Brexit vote
Researchers touched down with 252 senior-level marketers in the UK and found that nearly three quarters (72%) now had to keep their hand on the pulse of external factors.
They felt that the extra pressure came from general uncertainty across the business (56%), budget constraints (52%) and the prospect of planning campaigns in other markets (36%).
Furthermore, half of those polled said they take a manual or ‘ad-hoc’ approach to measurement, and that “things sometimes get missed”. Additionally, just under two fifths (39%) reveal there are so many media and sentiment measurement tools and solutions available, they are unsure which ones are the
Somewhat damming was the fact that less than a third (27%) of senior marketers said their current methods of measuring external insight are watertight.
Gregg Hollister, area director at Meltwater, said: “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.
“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.”