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SparkPost Global Survey reveals 74% of marketing leaders concerned with impending privacy changes

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SparkPost Global Survey reveals 74% of marketing leaders concerned with impending privacy changes

SparkPost Global Survey reveals 74 of marketing leaders concerned with

SparkPost, the world’s largest email sending and optimization platform delivering nearly 40% of the world’s email, released its annual email benchmark report, titled Email in 2022: The trends, behaviors, and benchmarks driving email forward. The report closely examines how digital marketers and email marketers have adjusted two years into the pandemic and what digital marketing strategies they’ve leaned on to accelerate growth and connection with key audiences. 

The marketing leaders survey found that, while businesses are showing a strong rebound from two challenging years, they are very mindful of how privacy can and will affect their future digital marketing success. The good news is most leaders recognize the importance of investing in aligning each marketing discipline, shoring up solid data practices, and bolstering their arsenal of branded content and communications channels.

2021 proved most businesses have recovered economically

Businesses, for the most part, are bouncing back to pre-COVID levels, but marketing leaders are more mindful of where dollars are spent. Last year, only 42% of leaders were optimistic that economic recovery was within reach. Now, 63% report their budgets and priorities reflect pre-COVID levels. They are also investing in building out content and branding, which points to organizations knowing the value of investing in themselves.

Email marketing continues to perform as a trusted channel, delivering against the bottom line

In years past, email marketers have been viewed as siloed parts of the marketing organization, but the tide is turning in a major way. Alignment across all marketing channels has skyrocketed in importance to marketing leaders in the last year, with 95% of leaders noting email marketing specifically is more tightly aligned with the marketing ecosystem compared to last year.

Privacy-related changes and challenges continue to worry marketers

The overall fragility of privacy – regulations, consumer behavioral shifts, and big changes coming from the likes of Apple and Google – are having both short and long-term implications on business. Changes in privacy regulations and a shift in consumer perception of personal data are a big factor in marketing leaders’ commitment to invest in earned and owned marketing channels.

Email continues to grow in importance for CMOs, as many audiences have leaned on it for information and connection throughout the pandemic. The boom of email in the early stages of the pandemic shows no signs of slowing in 2021 and beyond. As such, marketing teams are prepping now for changes that are expected to come, with an overall approach of proactively respecting customer privacy.

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Future of work success and employee happiness hinge on improved collaboration and communication

Globally, nearly half (49%) of companies are still fully remote; 41% are hybrid. When asked if they love it, hate it, or are indifferent to working remotely, 85% of marketing leaders say they love it; 90% of practitioners agree. Despite significant workload increases, it’s clear most companies have rebounded financially, and the increased investments in hiring and collaboration tools are allowing workers to succeed, mitigating frustrations, bottlenecks in work, and redundancy. To see detailed trends, more survey results and email benchmark data, download the full report.


About The Author

SparkPost Global Survey reveals 74 of marketing leaders concerned with
SparkPost is the industry’s most trusted email sending and optimization platform. SparkPost helps senders reliably reach the inbox with powerful solutions to help them plan, execute and optimize their email programs. The SparkPost platform is powered by the industry’s largest data network, a team of email experts to help brands elevate every aspect of their email program, and a security and compliance posture to support even the most regulated industries. SparkPost is the world’s largest sender, delivering nearly 40% of all commercial email – over 6 trillion sends annually – and also boasts the world’s largest data footprint to help enterprise-level brands make data-driven decisions to improve their email performance. The world’s most sophisticated senders, including The New York Times, Zillow, Adobe and Booking.com trust SparkPost to elevate their email. Learn more at www.sparkpost.com or connect via Twitter, LinkedIn or the SparkPost blog. SparkPost is a MessageBird company.




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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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