Marketers may need to pick up pace in investing in technology in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 18, 2022, 9:17 AM GMT+0

Agencies and marketers have different investment plans for 2022, as per a recent survey of marketing agencies and senior marketers by RSW/US.

In 2021, only 49% of marketers intended to invest "somewhat" or "heavily" in personnel, technology, R&D, and more, down from 77% in 2020. Agencies fared slightly better in 2021, with 64% planning to invest, compared to 86% in 2020.

Investments in non-marketing activities are expected to increase "somewhat" or "significantly" in 2022, according to 21% of marketers. However, 79% of agencies plan to invest "slightly" or "heavily" on non-marketing activities in 2022, compared to 64% in 2021.

In terms of clients shifting their marketing agency-like work in-house in 2022, 52% predict no change, while 25% expect a slight drop. Agencies that invest more in their businesses may have a stronger position than marketing partners.

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