As a data business that has been dealing with clients in Europe for years; our multi-faith, cross cultural & economically diverse client base are the true embodiment of successful trade negotiations.
Marketing has always transcended borders, we have felt the invaluable support that the international business community has lent to the growing digital marketing sector over the past few years and the majority of our larger clients, have bases or HQ’s across the EU.
Many column inches had been spent on the importance of the relationships of high-worth that the UK has made with Europe and indeed the ramifications of leaving the union, but much of it was (the positive) was in the press or media that wasn’t read by the larger majority of the Brexit electorate – they were plugged into Boris’ machine and the marketing push behind ‘Leave’ the fluffy media-seeking, Eurosceptic right wingers knew that a marketing proposition was needed, they had the oxygen of the press, sprinkled in a #hashtag or two, added some spin and good PR. A recipe for disaster was cooking. Especially when the Cameron camp was busy on Question Time and late night TV debates, it underestimated it’s Target Group Index. the pollsters were also way off – but that’s not a new phenomenon, the City had long before commissioned it’s own, more accurate forecast surveys, YouGov ought to be disbanded for this one.
A perfect recipe….
A storm to whip up Messrs Farage & Johnson was underway, who collectively spared no time on the campaign planning trail and execution, quite who was funding the high-profile campaign remains unclear. The Bremain movement was very late in most people’s consciousness. The British media remained unusually partisan in the weeks before the Referendum, with several weeks to go only a handful of newspapers have declared their own positions. The Sun; Rupert Murdoch’s red top, reaches so many people who don’t normally pay much attention to politics, (1.7 million daily readers) and Murdoch had long been opposed to Britain’s EU membership, but they gave #BoJo and his Union Jack flag-waving army much attention. Latterly, the realisation of NewsCorp’s European 21st Century Fox and Sky Euro-business presumably started to weaken his stance.
The other leading exponent of Leave was Associated News’ Daily Mail, Britain’s second biggest-selling paper (circulation 1.6 million daily readers and nearly 11 million online). The Mail’s fury for Europe was a constant marketing barrage, the paper quoted quite bullishly, but without any research (a key part of its journalistic ethics) that “This newspaper does not for one moment concede that Brexit would impoverish the U.K” It was highly likely though that Editor, Paul Dacre, didn’t want the Mail to appear inconsequential by forcefully backing Leave – if it appeared Remain would win by a decisive margin nearer to the vote, so it lessened its rhetoric it the closer it got to the 24th June.
The Telegraph’s editorials, had baffled everyone – its rivals, politicians and its own journalists and one assumes the readers. Traditionally the newspaper of the Tories, with Johnson handsomely on the payroll as columnist, almost 60% of its readers were reportedly in favour of leaving the EU. The Times, Mirror, Guardian and Standard were all unequivocally ‘in’ too.
The situation report….
The irony of this situation is that the UK is now looking decidedly more European than ever – The pound and British bank stocks have plummeted, government bond yields have sunk, political uncertainty is unnerving investors and interest rates and growth are all set to fall. Just like Europe’s been dealing with for years!
U.K. growth has been stronger than in the Eurozone for years, but that trend looks to be over. “We’ve revised down our growth forecast from 2.1% next year to 0.7%, and it feels like we’re on the optimistic end of the scale,” said Liz Martins, U.K. economist at HSBC. All of which flies in the face of the legacy that Johnson left us with – as he parted the building of not pandering to “Project Fear” as he collected his coat and possibly smirked at the power of a well thought out marketing campaign.
There’s always optimism…
We are confident that, for the foreseeable future we will still be able to use and recruit skilled labour from Europe. This is made all the more important given the fact the UK is currently facing a huge digital skills gap. The Government have been promoting
#CreateUK post-referendum on Twitter to acknowledge that it’s now the second biggest industry GDP after finance, for the UK economy. The creative industries now employ 1.9 million people in the UK — up 20% on 2011.
We also don’t think the ‘Brexit’ will create job losses or shortages, as the digital marketing industry is continuously in a state of development and evolution and almost every agency we know of is truly multi-cultural – and proud of it.
Regardless of the referendum – opportunities are constantly arising and it’s a good time to be in digital marketing. The industry is a service-based economy and, in the UK at least, is driven by a solid base and real continuous professional development skills. Because of this, companies like TDP Marketing are growth pioneers in marketing and are at the forefront of digital, creating a distinctive path and providing the fuel for future business. Growth will carry on – we expect UK digital companies to continue to grow exponentially and prosper.
What’s your thoughts on how we grow UK Plc? We’d love to hear them…?