Marketers under pressure to measure external factors since Brexit

The findings, from media intelligence company Meltwater, indicate that this extra pressure comes in the form of general uncertainty across the business ( 56%), budget constraints ( 52%) and the prospect of planning campaigns in other markets ( 36%). 

But despite the widespread pressure to measure external factors, including consumer sentiment and current affairs, 50% of the 252 UK-based senior level marketers surveyed said that they take an ad hoc approach to measurement, and that ‘things sometimes get missed'.

Just under two fifths ( 39%) said that there are so many media and sentiment measurement tools and solutions available, they find it hard to know which is best; and only 27% of senior marketers said they felt their current methods of measuring external insight were ‘watertight'. 

“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," said Gregg Hollister, area director at Meltwater.

"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.”