In 2024, marketing and PR leaders will face a series of complex challenges that will give them sleepless nights. AI-induced concerns about SEO instability, PR coverage, upskilling, and job security top the list compiled based on new research.
The marketing and PR industry is already facing high levels of burnout and poor mental health, with new CIPD research reporting that 76% of employees have experienced some form of stress-related absenteeism, and new data showing: It sheds light on important issues such as: Experienced in real time by leaders working in this field.
Commissioned by search-led content agency No Brainer, exclusive data from over 500 UK marketing decision makers reveals marketing leaders' biggest challenges in 2024.
- Search engine updates and volatility – 17%
- Internal skills and upskilling – 16%
- Concern about being replaced by AI – 16%
- Landing media coverage relevant to target customers – 15%
- Attribution and ROI – 15%
- Maintain and increase visibility in search – 15%
- Lack of understanding of how to use AI – 14%
- EEAT content, search rater guidelines, and trusted expert sourcing – 14%
- Market and competitor activity – 14%
- Unifying teams for integrated/omnichannel marketing – 14%
In recent weeks, Google has begun penalizing low-quality content and reducing “useless” content by 40%. Furthermore, almost half of marketers report that they are not given opportunities to develop their skills.
In addition to this, the UK AI sector is predicted to reach a value of £2.4 trillion by 2027, leading to complexity and change for industry leaders looking to leverage AI in marketing.
Taken together, these developments highlight the evolution of the marketing environment and the complexities it poses for marketers seeking to address important challenges.
Gary Jenkins, Managing Director of No Brainer, said: “The search, marketing and PR industries have always experienced volatility and change. Many of us who work in these industries are accustomed to and accept it. But in recent years, this has been taken to a new level. , and it doesn't look like that's going to change anytime soon.
“Marketing is now so complex and convergent that what agencies like ours must do is help marketing and PR leaders adapt to the changing landscape in new ways. It is important not only to manage and reduce the risk, but also to seize the opportunities that exist.We are taking them.
“With more Google updates coming in 2023 and 2024, we're going to see big changes in the search landscape. That's why this tops the list of marketers' challenges in 2024, especially search-driven performance.” It feels like it's inevitable to some degree.'' Nowhere is this fundamental part of a successful business more important than e-commerce.
“Driving strong PR and digital PR performance is difficult and increasingly difficult, so it is important that we adapt to this changing landscape and work together to achieve success. In an industry that has been ravaged by burnout and poor mental health, it's exciting to see the threat that AI poses to marketers' careers adding another layer of complexity to these challenges.
“Data like this is key to solving the problems and challenges we all face as marketing leaders, whether internally, on the agency side, or as consultants. Understand them and find ways to address and solve them. The thing is, as an industry we work together and support each other. As always, with the right plans and resources, we can tackle them.”
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