英国特许营销协会：2022年市场营销影响报告系列二-重塑全球化（英文版）（12页）.pdf

1、The Impact of Marketing 2022|1The Impact of Marketing2022REBUILDING FOR GLOBALISATIONMThe goal of our first Impact of Marketing report series in 2019 was to better understand the state of the UK marketing industry.Little did we know how important the study would become in benchmarking marketings cha

2、nging role in society,during an incredibly turbulent time.Now in its third year,we are carrying out the latest study during a pivotal period when our industry is hoping to rebuild stronger,but where the societal challenges have certainly not abated.The impact of the pandemic,coupled with rising cost

3、s,skills shortages,global political unrest and the environmental crises means marketers in the UK are navigating a difficult landscape.Despite these hurdles,I am confident in our industry to build back better.That is because over the last few years,we have witnessed the marketing profession truly el

4、evate itself and rise to the multiple challenges that have come its way.Marketers have responded by reskilling,creating campaigns that have inspired a whole society to re-evaluate its actions and aspire to be better.I am incredibly proud of what our sector has achieved.As we are emerging from a mome

5、nt in history where shopping habits,customer preferences,and expectations of brands have experienced a watershed,and where consumers are regularly reassessing their brand loyalties,the first instalment in our 2022 series explored how marketers need to adapt in response.We hope you found this an insi

6、ghtful read with useful tips on how to stay close to your customers.Now,as we look forward,this second report explores how marketers can make the most of the global opportunities that are available to us,and the ways in which we are currently holding ourselves back.Undoubtedly,the UK marketing indus