Marketing Week's 2023 Jobs and Salaries Survey shows that marketing's strategic role within businesses has grown over the past twelve months, with brands turning to marketers for help in tough times.
The strategic importance of marketing is growing as brands turn to marketers to help customers struggling with the cost of living and inflation by putting pressure on prices, according to the report.Marketing Week jobs and salary survey.
Of the more than 3,000 marketers surveyed in 2023, 40.9% said marketing will play a more strategic role in their business.
In last year's survey, 30.9% of respondents said marketing was more strategic, up 10% from last year.
Of the more than 3,000 marketers surveyed, more than a third (34.8%) believe that marketing has more impact on their business and 27.2% believe that marketing has more value.
Meanwhile, with the growing strategic role of marketing, most marketers (58.2%) are confident that they can make a difference in their business.
Elsewhere, nearly two-thirds (65%) of marketers believe their work is more influential than ever. Of these, 17.9% completely agree with the job and 47.1%.
Gary Booker, Director of Marketing, Innovation and Strategy at Rentokil Initial said: “When times are tough, marketing becomes even more important. It is clear that we are living through difficult times in the world and in England.
This shows that the strategic importance of marketing is increasing. More than a fifth (21%) of marketers say their opinion of marketing has not changed, while 15% say marketing is no longer a priority for investment.
In addition, 8.8% said that marketing has had little impact in the last year and 8.5% said that they appreciate marketing little.
Using career and salary survey data, Marketing Week explores how and why marketers are taking on more strategic roles in B2B, B2C and other categories.
Click here to read all new career and salary reviews 2023.
