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Marketing leaders worldwide lament the presence of too much jargon in their profession


By Laurie Fullerton | Freelance Writer

August 7, 2017 | 3 min read

An astounding 83% of senior global marketing professionals think there’s too much marketing jargon in the profession that adds unnecessary complexity to the digital marketing landscape.

Media and marketing consultancy, NewBase (formerly Publicitas International), has announced new findings from its latest survey of over 1,000 global marketers fielded between March and April 2017 covering 50 markets, across three languages throughout the Americas, APAC and EMEA.

The findings are compelling with 91% of marketers stating they want the digital supply chain to be simplified. A third of marketers (34%) think that ad tech is broken beyond repair and 90% of marketers want a third party verification measure.

Marketing priorities are evolving in 2017

With 27% of all respondents identified as brand marketers (across 12 sectors), 43% agencies (in six categories), and 30% publishers (in six publisher types), the data suggests that over eight in 10 (83%) marketing leaders said they found that jargon was muddying the digital marketing arena..

Respondents were also asked who should be responsible for leading the charge to address the issues faced by the sector. Marketers across the board want change in the sector and 60% of those surveyed think industry bodies must lead the way to combat ad fraud. Further, slightly over 60% of marketing professionals want industry bodies to address the complexity within the digital advertising supply chain. Over half (54%) wanted industry bodies to introduce and control a standard measure for audience verification.

The research also claimed that 93% of marketers agreed that ROI and accountability are more important than ever and an even higher percentage (96%) wanted increased collaboration between agencies, brands, publishers and ad tech providers.

“Globally marketers are united in calling for industry bodies to show leadership on the challenges facing the sector, the responses were remarkably consistent across region, industry sector and professional level,” said Mike Jeanes, head of insight, NewBase. “They are also keen to collaborate more with their business partners to make the digital supply chain more transparent, easier to use and understand. The profession is calling upon its leaders to act and make good on the promises made recently.”

Further, the research suggests that the profession is united (nine out of ten marketers) and is keen to see standard third party verification come into force, a third (over 34%) also consider ad tech to be broken beyond repair.

Marketing B2B Marketing CMO

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