Challenges faced by marketers and their priorities in 2022

Tim Lawrence

Head of Strategy & Planning

25th October 2020, London: The past 18 months have brought many disruptive challenges for businesses as they grappled with an increasingly complex environment. Now, managing uncertainty has become a key focus for marketers in 2022 with over a third (36%) saying it’s a priority within their marketing plans for next year, according to a report by digital agency iCrossing UK.

The insight comes from the Marketers Priority Index which was created in conjunction with YouGov and considers the views of marketing decision makers in the UK and uncovers their priorities for the year ahead as well as the challenges faced.

The need to address digital disruption is apparent with a quarter of respondents saying they will have a greater focus on digital next year, while 20% have had challenges navigating the many communication channels available today, and a further 20% feel they lack a clear digital strategy and practical plan of how to implement it.

But marketers feel they are lacking the knowledge and time to tackle these challenges with many saying they are missing knowledge within their organisation in SEO, data, and analytics as well as digital strategy and PPC. Surprisingly, a quarter (25%) of marketing decision makers believe they don’t have enough time to focus on digital marketing.

The report also reveals that to cope with a changing landscape, marketers are committed to being more customer-centric, understanding consumers and their path to purchase through data with nearly two-thirds looking to deliver high quality customer service in 2022.

More insights and analysis from the Marketers Priority Index will be shared at iCrossing’s invitation only Change. Made Simple event in December.

Jamie Clifford, managing director, iCrossing says: “We’ve all known about the potential in digital marketing for a while but making it happen can be hard. The past 18 months has further shown the profound effect digital and data has had on marketing but due to the complexity that this brings, there are clearly still many organisations and marketers struggling to find the time, skills and knowledge to adapt and deliver an effective digital marketing strategy. With the end of the cookie in sight, managing data, and measuring and monitoring performance is only set to become more complex. At iCrossing we recognise the opportunities that marketers have in the new digital ecosystem, and we have the talent and capabilities to help them overcome the challenges that they are clearly still facing.”



of marketers will be focusing on providing high quality service in 2022


of marketers lack the time to spend on digital marketing


of businesses lack a clear digital marketing strategy

About the research

All figures, unless otherwise stated, are from YouGov Plc on behalf of iCrossing, with a total sample size of 1,002 marketing decision makers in Great Britain. Fieldwork was undertaken between 10th - 16th September 2021. The survey was carried out online.

About iCrossing UK

iCrossing is a digital marketing agency that works with businesses who are ready to move faster in digital to create a real step-change. iCrossing is owned by Hearst, the world’s largest independent media, entertainment, and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients. iCrossing delivers Change. Made Simple.

Press  Enquiries

Martina Lacey, Head of New Business & Marketing  martina.lacey@icrossing.co.uk, +44(0)20 7821 2295

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