50% of marketing assistants in the UK are actively testing new ideas compared to 34% of marketing managers, Optimizely research shows

Younger marketers are playing a leading role in driving innovation, with 50% saying that trying out new techniques and ideas to improve customer experiences is a major part of their day-to-day activities, according to a survey from leading digital experience platform provider Optimizely.

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In its Culture of Experimentation report, based on a survey of 200 UK in-house marketing executives, assistants and managers, Optimizely also highlights that 50% of marketing assistants are directly responsible for improving the customer experience, compared to 42% of marketers at management level.

The report reveals junior team members are being entrusted with driving innovation and change to improve customer satisfaction, with only 14% saying they don’t have the freedom to try new things and 24% that their opinion isn’t valued by senior team members.

Commenting on the findings, Kirsten Allegri Williams, CMO of Optimizely, said: “It’s very encouraging to see that so many junior marketers in the UK are being inspired to challenge established marketing practices. Experimentation is integral to the customer experience, so introducing this mindset and challenging the status quo can significantly impact how brands interact with their audiences in a positive way.

“Junior marketers are the ones who are likely to shape the future of UK marketing. Bringing this experimentation practice will absolutely help to advance their careers, along with their enthusiasm and a fresh thinking. It’s vital that senior team members embrace this and drive collaboration at all levels, making everyone feel heard so new data-based changes are implemented wherever possible.”

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