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Majority of UK Marketers are Tackling 2023 Budget Challenges Head-On Through Increased Creativity and Risk Taking

91% of marketers believe that it is important to invest more in marketing during a recession

London - 6 December 2022 – Today, Optimizely, the leading digital experience platform (DXP) provider enabling Boundless Digital Invention released findings from a recent survey of 100 in-house marketing professionals across the UK. The research found that marketers feel more under pressure than ever to show their worth, with 84% agreeing that proving ROI has become more important as budgets are scrutinised and businesses tighten the purse strings.

Despite anticipated financial constraints, almost two thirds (63%) of marketers are determined to be even more creative in 2023 with half of those surveyed (50%) also looking to take more risks as we head into the new year.

Optimizely’s research also looked at the role of marketing in navigating economic uncertainty and how to market most effectively when budgets are cut.

Key findings include:

  • An overwhelming majority of marketers (91%) believe that it is important to invest more in marketing during a recession – with over half (55%) strongly agreeing with this statement.
  • Three quarters (76%) also believe that customer experience will remain an ‘essential’ part of their marketing strategy in the year ahead despite the uncertainty — more than any other factor.
  • Over half (55%) also believe that personalisation technology will be an essential element in their plans for reaching consumers during the tough times ahead.
  • Seven in ten (70%) marketers in the UK believe that their ability to experiment is being restricted as Britain enters what is anticipated to be its longest period of recession since the 2008 financial crisis.

Commenting on the findings, Optimizely’s CMO, Shafqat Islam said “The bleak economic outlook undoubtedly puts marketers under more pressure to deliver more business outcomes under increased scrutiny h in 2023. But while cutbacks are being made, using data and insight to experiment and learn about customers will continue to play a vital role in brand growth.

“To limit creativity and experimentation at a time of economic hardship is a short-sighted approach based on the fallacy that experimentation does not provide ROI because it includes an element of ‘failure’. Rather, experimenting helps teams to fail fast, enabling them to quickly learn what does and doesn’t work in the new economic landscape. There are no failures, just learnings.”

“The right experimentation strategy helps marketers decide which creative ideas are, and aren’t, worth pursuing. This informed, creative strategy — combined with a personalised approach — will provide the backbone for marketers’ success in 2023, no matter what happens with the UK economy.”

Visit Optimizely’s website to learn more about Optimizely Web Experimentation and Optimizely Feature Experimentation.

About Optimizely

At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. We’re reinventing marketing and allowing marketers to innovate without limits through confident content creation, inclusive collaboration and customer foresight. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 700+ partners and nearly 1500 employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

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Media Contacts:

Rachel Teitt Gill
Sr. Director, Global Communications
+1 740-815-1588
Rachel.teittgill@optimizely.com

Victoria Johnson
Sr. Manager, Global Communications
Victoria.Johnson@optimizely.com