State of Industry 2022: Modern Marketing in EMEA

In this State of Industry 2022 sample report, WARC and Mobile Marketing Association (MMA) examine how the industry is facing increasingly difficult choices about where to allocate their investments; what objectives and tactics to choose; and what capabilities to develop in order to drive further growth. 

Report key takeaways include:

  • Audio and gaming are untapped opportunities for marketers, receiving a fraction of the overall marketing budget compared to other channels
  • Over a third of marketing professionals are preparing for advancement of web3 while nearly half expect the metaverse to impact marketing within the next five years
  • Despite brand awareness and generating sales being two key priorities in digital marketing, marketers’ use of robust metrics to track advertising effectiveness is inconsistent
  • Skills and measurement are recognised as key barriers to growth in marketing across the EMEA region

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