ChatGPT’s creator surge and marketing’s big image problem: Datacenter Weekly
Also: slowing digital ad sales, macroeconomic news in a nutshell—and more.
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Marketing’s big image problem
“Marketing has an image problem even among its own practitioners, who when surveyed anonymously mostly say they wouldn’t recommend their own marketing departments to prospective hires, according to research by the trade group MMA Global,” Ad Age’s Jack Neff reports.
The details: “Surveys of more than 1,100 marketers since 2021 find they give their own marketing organizations a -2 Net Promoter Score,” Neff notes. “And the trend is negative. The most recent batch of data from 2023 surveys pushed the number to -2 from -1.4.”
Essential context: “The scores are based on how marketers answer on a 1-to-10 scale the question: ‘How likely is it that you would recommend to people you like and respect to come work in marketing in your company?’ The study covered a wide range of industries, company sizes and countries. In keeping with conventional NPS methodology, marketers who answered 9 or 10 are counted as ‘promoters,’ while people who answered 1 to 6 are ‘detractors.’ The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.”
Digital ad sales have slowed
“Digital ad sales slowed significantly in 2022,” Ad Age’s Asa Hiken reports, “dragged down by economic tightening and social media’s smallest increase in the past decade, according to the Interactive Advertising Bureau’s latest annual study conducted by PwC.”
The details: “Digital ad sales grew 10.8% last year compared to 35.4% the year prior,” Hiken notes. “Still, total revenue hit $209.7 billion, surpassing $200 billion for the first time and up $20.4 billion from 2021. The next largest advertising sectors by revenue were TV, which grew 2% year over year, and video games/esports, which rose 16.4%.”
Essential context: “The IAB views the relative slowdown as both a return to normal from the unusually large, post-pandemic growth of 2021 and a result of economic uncertainty experienced in the latter half of 2022. The fight to bring down inflation has sparked a tightening in the economy, which has compelled various industries to pull back their marketing spend.”
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