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How prior and projected marketing spending growth varies by firm/industry breakouts
EY · 2022 · data_table
How prior and projected marketing spending growth varies by firm/industry breakouts
13.6% — marketing spend change
 How digital marketing spending growth varies by firm/industry breakouts
EY · 2022 · market_landscape
How digital marketing spending growth varies by firm/industry breakouts
57.1% — Digital marketing spend as % of budget
 Medium sized firms in terms of employees and revenue most likely to spend more marketing budget on customer experience
EY · 2022 · market_landscape
Medium sized firms in terms of employees and revenue most likely to spend more marketing budget on customer experience
13.9% — Marketing budget spent on customer experience
 Traditional advertising marketing spend expected to rise yet again in the next year, reversing decade-long declines
EY · 2022 · industry_trends
Traditional advertising marketing spend expected to rise yet again in the next year, reversing decade-long declines
2.9% — Marketing budget change
 Expected increase in customer relationship management and brand building, budgets hit historic high
EY · 2022 · industry_trends
Expected increase in customer relationship management and brand building, budgets hit historic high
11.8% — Marketing budget growth
 Expected increase in digital marketing budgets
EY · 2022 · industry_trends
Expected increase in digital marketing budgets
16.2% — Digital marketing budget increase
 Budgets for new products and services are expected to revive following COVID lockdowns
EY · 2022 · industry_trends
Budgets for new products and services are expected to revive following COVID lockdowns
8.8% — Marketing budget change
 Companies spend significantly more of their budgets on customer acquisition than on customer retention
EY · 2022 · data_table
Companies spend significantly more of their budgets on customer acquisition than on customer retention
14.7% — Budget allocation difference
 Marketing spend targeting China expected to double over the next three years, but nowhere near pre-pandemic predictions
EY · 2022 · industry_trends
Marketing spend targeting China expected to double over the next three years, but nowhere near pre-pandemic predictions
4.2% — Marketing budget percentage
 Mobile spending declined over the past six months, but is expected to rebound at a rapid pace in both the near and distant future
EY · 2022 · industry_trends
Mobile spending declined over the past six months, but is expected to rebound at a rapid pace in both the near and distant future
28.3% — Mobile marketing spend percentage
 Mobile marketing's contribution to company performance flat
EY · 2022 · key_takeaways
Mobile marketing's contribution to company performance flat
3.0 — Mean Rating
 Social media spend increased slightly over the past year, but is expected to increase at a much faster pace moving forward
EY · 2022 · industry_trends
Social media spend increased slightly over the past year, but is expected to increase at a much faster pace moving forward
23.5% — Marketing budget percentage
 Most marketers do not use outside agencies for their social media activities
EY · 2022 · industry_trends
Most marketers do not use outside agencies for their social media activities
21.5% — Percentage of social media activities performed by outside agencies
 After over a decade, marketers still struggle to integrate customer data across channels
EY · 2022 · industry_trends
After over a decade, marketers still struggle to integrate customer data across channels
3.5 — Integration effectiveness score
 Marketers improve their abilities to effectively link social media to their overarching marketing strategies
EY · 2022 · industry_trends
Marketers improve their abilities to effectively link social media to their overarching marketing strategies
4.6 — Effectiveness score (1-7 scale)
 Although marketers still predict growth in the influencer space, they are not nearly as bullish as they used to be
EY · 2022 · industry_trends
Although marketers still predict growth in the influencer space, they are not nearly as bullish as they used to be
12.7% — Marketing budget %
 Social media contributions experience slight decline but remain above historic average
EY · 2022 · industry_trends
Social media contributions experience slight decline but remain above historic average
3.6 — Social media performance contribution
 A quarter of all companies use apps, but larger companies and those with higher percentage of sales online are more likely
EY · 2022 · industry_trends
A quarter of all companies use apps, but larger companies and those with higher percentage of sales online are more likely
26.4% — Percentage of companies using an app
 Apps contribute more revenue, but many companies achieve no or little impact
EY · 2022 · market_landscape
Apps contribute more revenue, but many companies achieve no or little impact
28.3% — Revenue contribution
 Marketing teams grew by 12% percent over the last year
EY · 2022 · data_table
Marketing teams grew by 12% percent over the last year
12.2% — Marketing organization growth
 Marketers expect their teams to grow in the next year
EY · 2022 · industry_trends
Marketers expect their teams to grow in the next year
10.5% — marketing hires growth
 Marketing departments are feeling the effects of “the Great Resignation” within their teams
EY · 2022 · diagnosis
Marketing departments are feeling the effects of “the Great Resignation” within their teams
10.8% — Voluntary Resignation
 Marketing departments are feeling the effects of the “Great Resignation” within their teams
EY · 2022 · industry_trends
Marketing departments are feeling the effects of the “Great Resignation” within their teams
33.3% — voluntary resignations
 On average 4% of marketing budgets are devoted to training and development, dropping from pre-COVID high of 5.8%
EY · 2022 · industry_trends
On average 4% of marketing budgets are devoted to training and development, dropping from pre-COVID high of 5.8%
4% — Marketing budget % for training
 To develop new marketing capabilities, marketers prefer to hire and train talent in-house
EY · 2022 · data_table
To develop new marketing capabilities, marketers prefer to hire and train talent in-house
59.2% — Mean % allocation
 Marketers report that their role has increased in importance during the last year, continuing a two-year trend
EY · 2022 · industry_trends
Marketers report that their role has increased in importance during the last year, continuing a two-year trend
67.9% — Percentage of marketers reporting increased importance
 Firm and industry sector differences in the importance of the role of marketing
EY · 2022 · market_landscape
Firm and industry sector differences in the importance of the role of marketing
67.9% — importance of marketing
 Marketing and finance leaders are more aligned now than they were a year ago
EY · 2022 · industry_trends
Marketing and finance leaders are more aligned now than they were a year ago
5.4 — Mean Rating
 More companies focus on managing the present than preparing for the future
EY · 2022 · industry_trends
More companies focus on managing the present than preparing for the future
64.3% — Time allocation percentage
 Brands maintain their distant stance on politically-charged issues
EY · 2022 · industry_trends
Brands maintain their distant stance on politically-charged issues
27.5% — Percentage of marketing leaders
 Companies spend more on DE&I in marketing across the board, with big companies making the biggest increases
EY · 2022 · industry_trends
Companies spend more on DE&I in marketing across the board, with big companies making the biggest increases
10.8% — Increase in DE&I spending
 DE&I makes impact on improved employee acquisition and retention and brand reputation
EY · 2022 · data_table
DE&I makes impact on improved employee acquisition and retention and brand reputation
40.8% — Percentage of respondents reporting impact
 Other opportunities crowding out DE&I is biggest DE&I barrier
EY · 2022 · pain_points
Other opportunities crowding out DE&I is biggest DE&I barrier
34.6% — Percentage of respondents reporting barriers
 Company performance soars relative to 2020
EY · 2022 · data_table
Company performance soars relative to 2020
+14.1% — Sales Revenues
 Company performance soars takes off
EY · 2022 · industry_trends
Company performance soars takes off
14.1% — Company performance
 Societal metrics show no change over a decade
EY · 2022 · industry_trends
Societal metrics show no change over a decade
3.3 — Societal metric rating
 Which company across all industries sets the standard for excellence in marketing?
EY · 2022 · case_study
Which company across all industries sets the standard for excellence in marketing?
 Which company in your industry sets the standard for excellence in marketing?
EY · 2022 · peer_benchmark
Which company in your industry sets the standard for excellence in marketing?
 The Great Resignation and the pressure on pay
PwC · 2022 · section_divider
The Great Resignation and the pressure on pay
 The Great Resignation is showing no signs of slowing down
PwC · 2022 · problem_statement
The Great Resignation is showing no signs of slowing down
1 in 5 — Likelihood to switch employer
 Pressure to increase pay will be intense over the next 12 months
PwC · 2022 · industry_trends
Pressure to increase pay will be intense over the next 12 months
35% — Share of workers planning to ask for a raise
 Five predictors make up a ‘Resignation Equation’ for employee turnover
PwC · 2022 · diagnosis
Five predictors make up a ‘Resignation Equation’ for employee turnover
14 p.p. — percentage points (p.p.) difference
 While pay is a main factor, purpose and authenticity round out the top three characteristics employees are looking for at work
PwC · 2022 · key_takeaways
While pay is a main factor, purpose and authenticity round out the top three characteristics employees are looking for at work
71% — Importance of work factors
 Workers with scarce skills within their countries feel more empowered
PwC · 2022 · key_takeaways
Workers with scarce skills within their countries feel more empowered
29% — Empowerment level
 Workers with specialised skills also feel more empowered
PwC · 2022 · key_takeaways
Workers with specialised skills also feel more empowered
49% — Employee sentiment and action
 Younger workers are more concerned that technology will replace their roles
PwC · 2022 · industry_trends
Younger workers are more concerned that technology will replace their roles
38% — Percentage of respondents
 Discussions about political and social issues are an everyday feature of the workplace, with positive impacts outweighing negative
PwC · 2022 · key_takeaways
Discussions about political and social issues are an everyday feature of the workplace, with positive impacts outweighing negative
65% — Percentage of employees discussing social/political issues
 These conversations help employees understand each other, though employers need strategies to avoid negative impacts
PwC · 2022 · key_takeaways
These conversations help employees understand each other, though employers need strategies to avoid negative impacts
79% — Percentage of respondents
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