FOCUS ON EUROPE
very few marketing teams will be negatively affected. “If you are already compliant with the Data Protection Act 1998, you haven’t got a lot to worry about,” he says. “Email marketers - check permissions. Ask these key questions: What are the data sources? How have they been verified? Did you give us permission to email you? Can we prove it? "Lastly, just because email is cheap, don’t forget to follow the fundamental marketing rules – better targeting means improved relevancy and engagement. The best bet is to get back to ethical marketing, where consumers have given clear permission, and they get the content they want. Simple.” The DMA’s Combemale says that, although the final consequences of Brexit remain unknown, UK companies trading with EU citizens must continue to respect their rights. He adds: “The DMA Code remains the best guide for UK marketers to ensure they are putting the customer at the heart of their organisation, building relationships based on trust that benefit both the business and the customer. The UK wants to continue trading with the EU, so our data protection law will need to be broadly equivalent to existing legislation and strike the right balance between the right to privacy and economic growth.” Heidi Myers, MD EMEA at
Meltwater, a media monitoring and media intelligence platform, says that, no matter what, the main challenge marketers will face with leaving the EU will very much be the unknown. To combat this from a marketing
perspective, especially for those in the public sector, she believes it’s more important than ever that marketers know what is being said about their industry, competitors and brand or brands. “This will ensure that they can
keep on top of developing trends and
give the information needed to be able to react quickly to emerging news and any change in legislation,” she explains. There is no doubt that marketers
51.9 per cent LEAVE 48.1 per cent REMAIN
will notice changes within the industry that affect them, she adds. “However, the way they adapt and react to these changes will be what determines their survival and success. In a time of uncertainty, marketers should be ‘listening’ to influential experts, customers and competitors to make sure anything that may have an impact on their brand can be tracked, analysed and responded to quickly.” Ultimately, change in business and
politics is hardly a new thing. Pippa Adams, managing director of marketing agency Prodo Digital, explains that the days of certainty in most markets are long gone. “There’s always been change,
whether from new competition, regulations or economic challenges,” she comments. “The savviest marketers will already be ahead of this as they’ll have adopted inbound marketing methodologies. “The digital space has proven time and again to be the most critical part of marketers’ armoury in recent years. By taking an inbound approach you’ll put your products or services in front of the right people at the right time in the decision process and, with the right technology supporting your plan, you’ll have the capacity to nurture them through marketing automation.” In order to adapt, marketing teams
will need to become more efficient and effective with how they spend money.
Anthem’s Hewitt says we'll need to
see more effective creative work, more efficient branding activities, more results driven marketing actions…balancing the needs of global local teams. Combemale suggests that
recruitment will be key to ensuring the UK’s marketing sector grows from
strength to strength. He says: “The UK is a world leader in digital and data-driven business, driving both the job market and economic growth. To continue to lead in this global industry we need to sustain our recruitment of talented developers, creatives and data analysts. We have a wealth of talent and STEM skills in the UK already, but need to ensure our industry has the talent it needs in the future.” So what’s our next move?
Adestra’s Humphreys feels we simply need to “keep calm and carry on”. Perhaps we shouldn’t worry too much about what lies ahead. After all, if anyone can put a positive spin on the UK’s future, it’s got to be marketers.
THE FUTURE
There is no certainty about what will happen in the near or distant future, but here’s what Meltwater predicts will pan out:
· Budget cuts – Unfortunately for
marketing professionals, their budget is often one of the first to shrink. That said, with the importance of digital marketing impacting the bottom line - perhaps there may be a change in 2016.
· Increased digital marketing activity and fewer physical programmes -
Conversion rate optimisation, when done well, can cost very little and can hugely benefit revenue. So in a time of potentially tight budgets this is an
opportunity reach a larger audience at a lower spend.
· Regulations on advertising may increase, change or even cease -
Marketers will need to keep abreast of the legal ramifications of the
advertising industry to ensure they are working within the law and/or utilising any changes to their advantage.
· Consumer spending will decline, due to uncertainty - which will naturally impact all departments within an organisation.
33 issue 28 summer 2016
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