Empowerment through Data: 5 Compelling Insights for a Productive Week Ahead

Just a third of senior marketers feel they have a mature effectiveness culture

Only one out of every three leaders and senior marketers believe that they have a well-established effectiveness culture, according to a survey conducted by Effie Worldwide.

This is surprising considering that the survey participants are from companies recognized as global leaders in effectiveness by Effie, including those ranked as top performers in the Global Effie Index and Global Best of the Best Winners.

The survey aimed to discover the best ways to implement effectiveness in action. From the research, a prominent theme that emerged was the importance of humanity over artificial intelligence. More than 60% of the identified effectiveness drivers were categorized as "human-centred".

Organizations' key drivers of effectiveness encompass values and behaviors, as well as relationships and collaboration.

Leadership is seen as the starting point for the effectiveness culture by 70% of survey respondents.

An overwhelming majority of respondents (87%) prioritize investing in training to enhance their marketing effectiveness capabilities.

Source: Effie Worldwide

Marketers aim to upskill in AI

Almost half (49%) of companies surveyed by the Digital Marketing Institute (DMI) identified AI strategy development as their top skills gap. This makes AI the top priority for marketers looking to enhance their skills in the next 12 months.

Digital and social skills, along with data analytics, are identified as the next biggest skills gaps, making up 45% of the total. A survey found that 74% of organizations have plans to address these gaps, but 26% of leaders struggle to provide training due to budget, time, and workload constraints.

According to the survey, more than half (55%) of decision-makers believe that upskilling or re-skilling employees is the most effective way to tackle skills gaps. This is favored over hiring new staff (24%) or outsourcing (15%).

According to research from the Digital Marketing Institute, formal training is highly valued in organizations. In fact, over 91% of companies are now seeking professional or industry certifications when hiring or promoting employees.

Over half of businesses have seen adverse effects from mis- or disinformation

Three out of five (60%) companies have experienced a negative impact from misinformation or disinformation in the past. Among them, 11% have faced a significant adverse effect.

The most concerning area for companies in terms of the potential impact of misinformation or disinformation is their brand reputation, with 66% identifying it as a major risk. Additionally, companies are worried about the impact on customer expectations (56%), employee retention (41%), and company revenue (41%).

Senior staff are more aware of the importance of taking proactive measures against misinformation. In fact, 69% of upper management actively look for ways to prevent it, compared to 55% of lower management.

When it comes to the role of AI in misinformation, opinions are divided. While two-thirds of respondents express concerns that AI could make it easier for misinformation to spread, a similar proportion are open to using AI technology to address any issues related to misinformation and its impact on company reputation.

Source: Fire on the Hill and Mercury Analytics

Annoying ads biggest reason for using ad blockers

Over one-third (35%) of British people admit they use ad blockers, with annoying (21%) and intrusive (19%) ads being cited as the most common reason for their use.

Concerns over security and viruses are common reasons for using ad blockers. 17% of users utilize these tools to protect themselves from malware, 15% for online security, and 14% to avoid being tracked across websites.

Almost three-fifths (58%) of adults express worry about the amount of data stored about them on the internet. About two-fifths (41%) believe that the simplest solution to concerns about internet security is to clear cookies from browsers.

Despite some concerns, more than half of users (52%) are okay with watching ads in exchange for free content. Similarly, nearly two in five (39%) are willing to sacrifice some privacy for increased security.

About half of British adults report regularly seeing online ads, indicating that ads that are not blocked by ad blockers can still have a significant impact.

Source: YouGov Profiles

Nearly half of UK consumers believe AI directly influences purchasing decisions

A recent consumer study revealed that 70% of UK consumers are now familiar with generative AI and its role in promoting products and services online. Furthermore, 45% of these consumers believe that generative AI directly impacts their purchasing decisions.

Consumers are most concerned about fake reviews when it comes to trusting online content. However, a significant number (38%) also worry about AI-generated reviews and celebrity "deep fakes". Additionally, 37% feel that their trust is most questioned when AI spreads misinformation.

Research shows that older consumers are particularly worried about AI. In the UK, half (50%) of those over 55 are concerned about trusting online sources due to the potential for AI-generated fake reviews. In comparison, only 28% of 18 to 34-year-olds share the same level of concern.

Source: MSi ACI

Editor's P/S:

The articles highlight important trends and challenges facing marketers today. It's concerning that only a third of senior marketers believe they have a mature effectiveness culture, especially amidst a competitive global landscape. The emphasis on humanity over AI in driving effectiveness is a reminder of the enduring power of human connection and collaboration. The rising skills gap in AI strategy development and digital skills underscores the need for continuous upskilling and training.

The prevalence of mis- or disinformation poses significant risks to companies, particularly in terms of brand reputation and customer trust. The divided opinions on AI's role in combatting misinformation reflect the complex nature of this issue. Additionally, the widespread use of ad blockers underscores the importance of creating non-intrusive and relevant advertising experiences. Finally, the growing influence of generative AI on consumer purchasing decisions highlights the need for responsible use and transparency in online content creation.