Global survey reveals that 41% of marketers say Covid-19 led to an increase in marketing channel investment

Paris, April 26, 2022 -- Mention has today released the Marketing Manager Mindset Report, which surveyed over 850 marketing managers globally to understand the state of marketing. The report deep dives into what it's like to be a marketing manager in 2022, uncovering trends in budget, strategy, content marketing, and social media marketing. The data examined was collected from marketers working in B2B, B2C, and agency-identified organizations. The report visually breaks down data points based on company size, industry, region, and business type, uncovering commonalities and differences in overall marketing strategy across these demographics.

Marketing budgets globally get a major bump in 2022

Despite the discomfort in the industry due to shifts in consumerism since pre-pandemic marketing, marketers today are optimistic about the future and embracing change, as evidenced by increasing budgets. The report saw that most marketers used the pandemic as an opportunity to invest in new marketing channels, increase budgets and focus on increasing brand awareness and social engagement.

59% of marketers said their budgets increased from 2021, and 41% the main difference in their marketing strategy post-pandemic was investing in new marketing channels.

Brand equity and trust remain the holy grail metric for marketers

Brand awareness is the leading indicator of success for marketers moving through 2022. With pressure to be more data-driven and hone in on bottom-funnel conversion, the vast majority of the marketing teams’ success is rooted in brand awareness. With ad spending becoming more competitive for companies targeting regions such as Africa, Asia, the Middle East, and Oceania, the need to stand out is the goal this year.

Key Takeaways

• Companies targeting Africa, Asia, the Middle East, and Oceania spend more on marketing than other regions
• 59% of marketing managers say their budget increased in 2022
• Brand awareness is the biggest goal for all marketing types and sizes of companies
• Marketers still value organic search and social, despite the increasingly ‘pay to play' nature of many channels
• Facebook and Instagram are the most popular social networks to market on
• Brand awarenesS (72.5%), engagement (42.2%), and community-building (40.9%) are key goals of social media marketing

Topics covered in Report:

• Marketing budgets
• Key performance indicators
• Video marketing
• Social media channels
• Media monitoring
• Team challenges
• Online vs Offline business

Methodology:

In March 2022, 877 marketing decision-makers were surveyed globally. All respondents have some degree of decision-making power within their organization’s marketing activities. This was a global database, so there was no inherent bias towards any region or type of organization. There is an appendix available at the end of the report, to better understand the demographics of respondents.

For more information please contact

Meghan DuCille, Communications Manager

Mention

meghan@mention.com

+33 (0) 7 66 87 06 23

About Mention

Mention is a leading social listening solution, designed to help brands and businesses easily track the most important conversations across social media and the web. Mention allows users to monitor and analyze social data to make smarter business decisions based on audience insights. Founded in 2012, Mention’s customer base exceeds 750,000 users in over 125 countries, with over 4,000 enterprise clients. In September 2018, Mention joined the NHST Media Group.