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Pandemic Helped European Marketers Improve Their Skills, New Study Shows

The pandemic caused widespread economic havoc around the world, but it also provided a net negative to marketers based in Europe with all things having been considered and taken into account. According to a new report released by WARC, Europe based marketers managed to use the pandemic as an opportunity to advance their skills, with 70% of marketers in that region who were surveyed saying that they learned new skills and improved the ones that they already have.

With all of that having been said and now out of the way, it is important to note that 41% of marketers still seem to think that they don’t have enough skills to advance their careers. 39% of the marketers who participated in this survey also stated that measurement was an obstacle for them.


As for the strategies that these marketing specialists are implementing, 73% of them stated that they use insights that they obtain from consumer data to develop them. Also, 38% of marketers appear to be taking Web3 seriously, and 44% said that the metaverse was going to change how they market their products and brands moving forward.

Two forms of marketing, namely audio and gaming marketing, used to get ignored and they only got 4% and 3% of advertising budgets respectively. In spite of the fact that this is the case, marketers are expecting more budgets to be allocated to these marketing types because of the fact that this is the sort of thing that could potentially end up catering to customers that are taking more of an interest in them.

Marketers were also asked what they felt would impact their future marketing decisions to the greatest extent, and 53% stated that machine learning is likely going to have the biggest impact. Personalization can be made easier with these AI based processes, and that has resulted in the percentage increasing from 49% last year to 53% this year. It will be interesting to see how new and better forms of AI change marketing and allow marketing experts to reach a wider subset of the demographics that they are targeting.

Read next: Creators voice their concerns about being paid late, incorrectly, or not at all in a survey

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