According to the study of 249 senior marketers, who were judges at this year’s DMA Awards, this will not be a flash in the pan - this new era of creative marketing could stretch over the next five years.
The survey highlights how a balance between creativity and data must be struck, with 84% of marketers stating that data should be used to inform, rather than supplant creativity.
Almost three quarters of those surveyed (74%) believe that a machine can never replicate the creativity of a person, while over half (57%) also agreed that, in an increasingly data-driven world, marketing without data should not be considered marketing.
However, there was concern among half of those surveyed (53%) that marketers don’t currently have the skills to succeed in an increasingly data-driven industry.
Pure360 head of marketing Komal Helyer said: “Creativity, data and automation are not mutually exclusive and must all play a part in creating an engaged customer. We are in the age of the ‘always on’ consumer, where customers receive brand communications across multiple devices and want them all to be not only relevant, but compelling and exciting too.
"The changes in regulation offer all brands an opportunity to ensure their marketing teams are equipped with the right technology and skills to execute in real-time, using the perfect blend of creative ideas, the right data and automation technology.”
The study also highlighted the opportunity that Brexit could offer the UK’s creative industries. Some 81% of marketers agreed that it is more important than ever to showcase the UK’s creative industries in the light of the UK Leaving the EU, to maintain our global leadership in the data-driven creative industry.
The majority (83%) of marketers also stated they believe it is integral to the future of the UK’s marketing sector that we are seen as a hub for data-driven expertise. In addition, 83% agreed that it is important that Government is able to secure the free flow of data between the UK and the rest of Europe post-Brexit.