LOCALiQ – part of Newsquest Media Group – has launched its third annual study into the state of digital marketing in the UK. 

3.5 billion web searches help generate more than £129 billion in e-commerce revenue in the UK every year (Statista) - but the integration of AI in search platforms is shaking up the way customers are discovering local businesses, and many are now trying to ride the current. 

Last year, LOCALiQ surveyed over 500 businesses, revealing that 31% needed more training regarding Artificial Intelligence. 81.3% of respondents said they didn’t think AI would lead to redundancies, and a third said it would actually allow them to recruit more. 

This year's survey will further investigate the impact AI is having on the industry, as well as views on the ethics of using it.   

In 2023, Google released 9 major Search Engine Optimisation updates, and so far, this year they’ve released 3 more. In 2023, Google released 9 major Search Engine Optimisation updates, and so far, this year they’ve released 3 more.  (Image: LOCALiQ)

With the frequent updates, 68% of businesses felt their SEO strategy wasn’t completely effective, and 38% said they needed more training in SEO – beating the likes of education in social media, content, and email marketing.  

In addition, 75% of businesses struggled to maintain innovative marketing tactics, strategies, and technologies. Marketers reported difficulties in accessing, organising, and utilising customer data, as well as in understanding and defining their target audience. 

As the world of digital marketing rapidly evolves, LOCALiQ believes that this year’s report will help local businesses benchmark against others and consider their current and future plans.   

Nikki Broxup, LOCALiQ’s Marketing Director said, “We are excited to launch this year's State of Digital Marketing Survey.  

“Since our last survey, the digital marketing landscape has shifted significantly, with artificial intelligence gaining even more momentum and reshaping the way businesses approach their marketing strategies.  

“We encourage business owners and marketers to take part in this year’s survey. Your participation is crucial in helping us capture a comprehensive snapshot of the current digital marketing trends and challenges.  

“By contributing your insights and experiences, you will be helping to shape a valuable resource for the entire industry.”