A new report from industry consultants, AAR, uncovers the most critical benchmarks for brand marketers in the UK.
What is the Burning Platforms report?
The report, from AAR and The Drum, combines quantitative insights from a UK study with 100 senior marketers and qualitative interviews with CMOs from BT, Halfords, HSBC, M&S, Samsung and Tesco, to create the industry’s temperature check on the concerns and challenges within a brand’s marketing ecosystem, and provide insight into how they are making changes to address their ‘burning platforms’ to deliver growth.
Interviewing 100 senior marketers and CMOs in the UK, the research showed that the following 7 'platforms' are top of mind:
- Delivering growth amid an uncertain economy
- Keeping up with the speed of change
- Deploying AI for marketing effectiveness
- Creative quality
- Getting value from martech investments
- Talent - capabilities, skill and organization
- Board-level buy-in through ROI and effectiveness
Read more on AAR's webpage and download a copy of the report.
