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Food and drink marketing skills stuck in analog age, clams report

The explosion in digital marketing in the last two decades means there are now more tools and techniques available to marketeers than ever. This represents an enormous opportunity, with more routes to market, more ways to engage and more ways to convert.

In ‘the ever-crowded online’ space, the good news is food and drink is a hugely popular topic, said Mark Dodds, Chair of the Chartered Institute of Marketing Food, Drink and Agriculture Sector Interest Group. “Marketeers start out with the advantage of having a receptive audience: who doesn’t like to eat and drink? Many of us actively seek out food and drink related content. And we are often quite open to it when it appears in our web searches or social media feeds.”

However, skills, especially in digital, have mostly stagnated or declined in the last two years, revealed Dodds, after the Chartered Institute of Marketing published its latest annual report carried out with Target Internet in 2018. It’s the world’s largest and most thorough digital marketing skills benchmark and will make for interesting reading for food and drink producers, suppliers, retailers and brands.

“This is true across the board and in the food and drink sector specifically. In a marketing landscape where change is the only constant, this should act as a wakeup call,”​explained Dodds.

“If anything, the pandemic elevated the status of marketing. As everything changed – how we shopped, how we worked and how we engaged with each other – so the need for digital marketing only increased. The food and drink sector was no exception and many businesses and brands pivoted and prospered.”



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