Demand for digital skills is growing
Brands are increasingly looking for marketers with deeper digital skills, with social media in particular gaining in importance.
LinkedIn data shared exclusively with Marketing Week shows that the demand for marketers with an understanding of paid social media has increased 116.4% since last year..
Other notable social skills on the rise include social media advertising, which increased 45.9%, Instagram (up 28.4%), social media optimization (26.2%) and knowledge of LinkedIn (25.7%).
The three fastest growing jobs were also related to social media, with an increase of 19% in social media coordinator, 18.1% in community manager and 16.5% in social media assistant.
Other skills that are increasingly in demand include ad serving (84.6%), analytics (46.1%), and web content writing (30.3%).
Consumer interest in subscription services on the rise
Online subscriptions for services such as next day delivery, streaming and shopping are on the rise, showing changing consumer practices during the pandemic.
More than a third (37%) of consumers have signed up for next day delivery services such as Amazon Prime, with data showing a 9% increase year over year.
Monthly subscription purchases for daily items also increased year over year. Rising categories include toiletries and personal hygiene (15%), clothing (15%), beauty and cleaning products (14%), and alcohol (13%).
Additionally, paid streaming services grew 6%, while paid music streaming increased by 29% and online / print newspaper subscriptions by 17%.
Home grocery orders hit £ 32.8 billion
Home grocery sales rose 12.2% to £ 32.8 billion in the 12 weeks ending January 26, with growth until Christmas and the reintroduction of national foreclosure restrictions.
Online shopping reached a record 14% share during the period, thanks to an increase in the number of consumers over the age of 45 shopping online.
Fraser McKevitt, Head of Retail and Consumer Affairs at Kantar, said: “Retired households have increased their online spending by 229% compared to January 2020. Seniors are clearly becoming more comfortable and more competent to order online and they now represent 28%. of the 6.4 million who used online services in Britain this month.
Vegetarian and dry January also had an impact on grocery sales, with 6.6 million households purchasing vegan food lines, a 10% year-over-year increase. Vegan-specific products have increased 23% in the past four weeks compared to the same period last year.
Meanwhile, the dry month of January increased demand for non-alcoholic beer by 12%, however, alcohol saw an increase of 29% over the same period to reach £ 234million.
Buyer confidence on the rise
Buyer confidence has reached its highest level since February last year due to the UK rollout of Covid-19 vaccines.
It is thanks to the newfound confidence of the over 55s. But despite the encouraging results, overall confidence remains fragile, due to the lack of a confirmed end date for the national lockdown, the economic slowdown and the potential supply chain disruption resulting from Brexit.
IGD data places consumer confidence in January at a relatively low level of -5, but this is the highest score since February 2020. Confidence fell to -7 in early January when the new national lockdown was lifted. been applied and that cases of Covid infection and hospitalizations have increased.
The index then fell to -4 at the end of the month as the UK surpassed the mid-point of its mid-February target of giving at least one dose of the vaccine to 15 million people.
Confidence increased the most among people aged 55 and over (-3 versus -9 last month), who are a priority group to receive the vaccine. With the announcement of the progress of the vaccination program, 19% of consumers surveyed expect a better situation in the coming year (+ 2% compared to last month), the highest level since July 2020. Just under a third (31%) expect a worse financial situation in the coming year (-1% compared to last month).
Marketing managers focus more on local marketing
Marketing managers look to local marketing, with 95% of executives seeing the benefits of the brand in acting locally.
More than half (54%) of marketing managers think local communication has been more important since the start of the pandemic, while 28% think national communication has become less important.
More than half (52%) of executives believe that communication at the local level is more important for spreading awareness of new products and services, with almost the same rate (54%) saying it benefits brand awareness.
Half of marketing managers believe local advertising will be important to achieving their marketing goals as they expand into new markets.
Source: Nextdoor / CensusWide