Mar 13, 2018   SOURCE: PR NewsWire

Global Organizations Anticipate 26 Percent Marketing Budget Loss in 2018 According to New Rakuten Marketing Survey

Global Organizations Anticipate 26 Percent Marketing Budget Loss in 2018 According to New Rakuten Marketing Survey

Report identifies marketers' fear of budget waste as ecommerce continues to expand globally

SAN MATEO, Calif., March 13, 2018 /PRNewswire/ -- Rakuten Marketing, a leading technology company that enables brands to increase sales through data-driven performance marketing, today announced results from its newest global report. The Rakuten Marketing "What Marketers Want in 2018: Five Strategic Opportunities for 2018" survey polled over 1,000 marketers across the U.S., United Kingdom, France, Germany and Asia-Pacific (APAC) and found a common fear of budget waste as ecommerce continues to expand globally.

U.S. respondents anticipate at least 30 percent of their 2018 marketing budgets will be lost as a result of poor strategic planning and/or incorrect channel focus. In addition to this, top concerns for US marketers in 2018 include:

    --  Proving the value of marketing - 44 percent of U.S. marketers stated
        this as a threat in 2018.
    --  Establishing a positive perception of marketing as an organizational
        discipline - 42 percent of U.S. marketers expect this to be a threat in
        2018.
    --  Managing consumer expectations and ensuring brand safety/protecting
        reputation - 41 percent of U.S. marketers stated both of these factors
        as a threat in 2018.
    --  GDPR and e-privacy laws were considered the lowest threats to U.S.
        marketers in 2018.

Additional insights from the report show marketers are shifting 2018 budget priorities for content, holiday sales periods, and social media. For U.S. marketers, investment priorities include video, with 68 percent stating this as a priority, written content (63 percent), and image-led content (58 percent). U.S. marketers expect to allocate 20 percent of their budget to social media marketing; 19 percent to search engine optimization (SEO); and 18 percent to display advertising. Social media is expected to have the highest budget allocation with Facebook investment reaching $124k, followed by Instagram with $94k, Twitter with $74k, and LinkedIn with $70k.

Marketer interest in expanding their marketing campaigns to foreign markets varies widely across all respondents, with Europe (42 percent) and Asia-Pacific (43 percent) topping the list for marketers. The U.S. follows a close third with 36 percent of respondents indicating investment interest here. For U.S. marketers, 33 percent designated the United Kingdom as their top foreign expansion target, followed by France (31 percent) and Singapore (27 percent).

Non-Western sales periods will also take precedence with U.S. marketers. Twenty percent of U.S. respondents state plans to prioritize Chinese New Year in 2018 and 15 percent indicate Singles' Day will be a priority. Forty-six percent stated plans to keep marketing campaigns constant throughout the entire year.

Responses in the Rakuten Marketing "What Marketers Want in 2018: Five Strategic Opportunities for 2018" report were based on four respondent profiles that factored workplace persona, geography, and position level or responsibility. Marketer profile definitions are as follows:

    --  Architects - Experienced data analysts focused on marketing legality and
        audience engagement accuracy. These marketers work with legal issues and
        marketing data and analytics and pride themselves on their data
        interpretation skills (23 percent globally). Architects make up two
        percent of U.S. respondents.
    --  Adapters - Marketing optimization specialists value measurement and
        thrive on driving performance from insights. They view customer
        sensitivity among their best skills (21 percent globally) and make up 11
        percent of U.S. respondents.
    --  Advocates - Influencer specialists and old school networkers who focus
        on relationships internally and externally. Advocates tend to identify
        with a wide range of marketing skills but are likely to focus on
        storytelling (11 percent globally), customer sensitivity (17 percent
        globally) and creativity (32 percent globally). Advocates make up 32
        percent of U.S. respondents.
    --  Advancers - Marketers who leverage new technologies and prioritize
        winning new authority for marketing within the organization. They view
        channel management (11 percent globally) and creativity (38 percent
        globally) as their strongest skills and make up 55 percent of U.S.
        respondents.

"The fact that more than half of U.S. consumers are Advancers demonstrates the need that marketers in this industry must continuously adapt," states Rakuten Marketing president, Stuart Simms. "To keep up with rapidly changing consumers, marketers are exploring new technologies, exercising creativity, and managing multiple channels to create better consumer experiences in 2018."

The full Rakuten Marketing "What Marketers Want in 2018: Five Strategic Opportunities for 2018" report is available here. For more information about Rakuten Marketing, visit https://rakutenmarketing.com

About Rakuten Marketing
Rakuten Marketing industry leading solutions empower marketers to thrive in their evolved role and achieve the full potential of digital marketing, efficiently and effectively, with data-informed insights that create consistent, engaging and influential experiences across screens. Offering an integrated solution, along with unique insights and consultative partnerships, Rakuten Marketing delivers the tools that marketers need to increase efficiency, productivity and performance.

Rakuten Marketing is a division of Rakuten Inc. (4755: TOKYO), one of the world's leading Internet service companies. The company is headquartered in San Mateo, California, with offices in Australia, Brazil, Japan, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at https://rakutenmarketing.com

Press Contact
Lisa Tadje
Sr. Communications Director
Rakuten Marketing
rm-pr@rakuten.com

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SOURCE Rakuten Marketing