Tag: Data & Marketing Association

UK can become a “pioneer of responsible AI innovation” but must boost business uptake and confidence, new research reveals

Stuart Mitchell

Nearly half of SMEs (43%) do not plan to innovate with AI in the next year, largely because of a lack of confidence among business owners in the safeguards in place to protect society — according to new research by the UK’s data and marketing industry trade body. Ahead of the inaugural UK AI Safety Summit, which ran from 1-2 November, the UK Government has been urged by industry to grasp its unique opportunity to become a global pioneer in responsible AI innovation. Of those SMEs who do plan to…

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Businesses must overcome a growing crisis in consumer price sensitivity, reveals new DMA research

Stuart Mitchell

New research by the Data & Marketing Association (DMA UK) and Tapestry Research, the Customer Engagement: How to Win Back Customers and (Re)Build Loyalty 2023 report, reveals some important consumer habits in response to the ongoing cost-of-living crisis, which show consumers have become increasingly price sensitive over recent years, with a huge surge in the past year. Discounts and promotions are an increasingly important driver of consumer demand in a challenging economic climate, with 51% of UK adults using them to trial new brands and products (up from 44%). However,…

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Consumer preference management systems more important than ever, yet only half of businesses have them in place

Stuart Mitchell

The Data & Marketing Association (DMA UK) and OneTrust PreferenceChoice have published the ‘Data Management for Marketers: Breaking Down Consent and Preferences’ report. The report reveals that the importance of customer and preference management is seen as more crucial than ever, with 73% of marketers saying it is important, up from 60% in 2020. In addition, awareness of consent and preference management has increased since the previous edition in 2020, with those marketers personally involved also rising from 60% to 78% in 2022. However, only half of organisations (51%) have…

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Over a third of consumers find diverse advertising more engaging

Stuart Mitchell

The Data & Marketing Association (DMA) has published its latest report in the Customer Engagement series, ‘Acquisition and the Consumer Mindset 2021’. According to the figures, 37% of consumers claim that they find advertising that does a good job at representing diversity more engaging. This figure rises among younger, more affluent and London-based consumers. For example, 55% of consumers aged 25-34, 51% of consumers in the highest income bracket, and 46% of consumers based in London agree that diversity in advertising drives better engagement.  Diversity in advertising is also a…

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41% of current industry measurement metrics do not reflect marketing effectiveness

Stuart Mitchell

The Data & Marketing Association (DMA) has published the ‘Meaningful Marketing Measurement 2021’ report, the first in a series of analyses into marketing effectiveness, uncovered through examination of its new Intelligent Marketing Databank. The research reveals that 41% of current industry measurement metrics do not truly reflect marketing performance. Instead, they highlight campaign delivery performance, rather than true measures of effectiveness relating to response, brand and business effects. Built on the foundations of over 850 entries to the DMA Awards (dating back to 2017), the new Intelligent Marketing Databank provides…

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