• by Ray Schultz , July 25, 2022

Marketers improved their digital skills during the pandemic -- at least those in Europe did, judging by the State of the Industry 2022: Modern Marketing in EMEA report, a study by WARC released in association with the non-profit trade group MMA.

Of the individuals polled, 70% reported an uptick in their skills. However, 41% still see skills as a key barrier to growth in marketing, while 39% cite measurement as a challenge.

They utilize such metrics as engagement (68%), business (54%) and attitudinal (30%). 

Of those polled, 73% say their digital marketing strategies are based on insights derived from consumer data.

Meanwhile, 38% are preparing for the advancement of Web3. And 44% expect the metaverse to impact marketing within five years.

Audio now receives only 4% of digital advertising budgets and gaming gets 3%. But both are expected to advance as consumers embrace them. 

Asked what will have the biggest impact on marketing over the next five years, 53% cited AI/machine learning-driven personalization, up from 49% in 2021. 

The respondents see multi-screening (53%) and watching video (50%) as the most significant consumer behaviors 

 “As a result of the pandemic, we observe a general improvement in organizations’ digital capabilities,” says Paul Stringer, managing editor, WARC. “However, measurement and skills’ gaps are clear areas of concern for the industry.”

WARC and MMA surveyed 700 marketing professionals, both client- and agency/vendor-side, in May and June 2022.