UK marketers feel added Brexit pressure

A study by media intelligence agency Meltwater has revealed that nearly three quarters of UK marketers feel they are under additional pressure since the Brexit vote.

Over 250 senior-level marketers were polled, with 72% saying that they now felt they were under additional pressure to gauge external factors which could potentially harm their business post Brexit.

56% said that they felt the extra pressure came from general uncertainty, 52% said budget restraints and 36% cited the prospect of planning campaigns in other markets.

Half of those polled admitted that “things sometimes get missed” and admitted that they took an ad-hoc approach to measurement.

39% admitted that they were unsure which media and sentiment measurement tools/solutions would be best for their business, as the choice was overwhelming.

Only 27% of those marketers polled said that they had absolute faith in their current methods of measuring external insight.

Gregg Hollister, area director at Meltwater, said: “At a time when the political climate is so uncertain, marketers clearly feel more under pressure than ever to keep a tight handle on any external factors which could impact their business.

“At any given time, developments in the news agenda or across social media, could present threats or opportunities to the marketing community, so it’s paramount they remain consistently immersed in their macro environment, and particularly their competitive landscape.”

www.meltwater.com

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Stuart O'Brien

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