Why do marketers exist? Impact report by Digitas UK
- August 16, 2024
In today’s fast-paced world, marketers are increasingly expected to achieve more with tighter budgets and less time. At Digitas UK, we understand the delicate balance marketers must strike between long-term and short-term strategies to ensure both commercial and cultural impact.
Commercial impact refers to financial performance, including revenue generation and cost reduction. Cultural impact covers three key areas: how an organisation impacts people, society, and communities; how it impacts the environment; and how it impacts employees.
Both commercial and cultural impacts are vital to business success, requiring marketers to find the right equilibrium.
In our new report, created in partnership with The Marketing Society, we examined the actions and decision-making approaches of over 400 senior business leaders. Some of the key insights include:
- 72% of businesses find demonstrating the value of cultural impact to be the most challenging.
- 97% of business leaders believe it is essential for organisations to change their internal culture to adapt to changing customer preferences and behaviours.
- While 40% of leaders identify sustainability and environmental responsibility as a priority, 44% say they are underperforming in delivering a positive environmental impact.
“Impact goes beyond brand purpose to look at the effectiveness of marketing and customer experience efforts in totality. How can we create work that has an impact on consumers? Communities? Colleagues? The climate?”
Our report is packed with valuable insights and practical strategies for marketers striving to make a positive, meaningful impact.