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Marketing industry could act as a “canary in the coalmine” to gauge the UK’s post-election mood


Activity levels across the UK’s marketing agencies could act as “a canary in the coalmine” when it comes to showing if businesses have been buoyed by Sir Keir Starmer’s election, according to an industry expert.

Leanne Mordue, director of Derby-based digital marketing agency JDR Group, predicts that any positive change in the nation’s mindset could be followed by businesses taking action in order to boost sales.

Companies’ marketing budgets have traditionally been the first to be affected by any change in the country’s economic outlook, with firms aware that consumer spending fluctuates in line with how people are feeling.

Leanne Mordue, director of Derby-based digital marketing agency JDR Group, says her industry will be the canary in the coalmine to gauge any wave of post-election optimism.
Leanne Mordue, director of Derby-based digital marketing agency JDR Group, says her industry will be the first to know if the new government has sparked a wave of optimism across the country.

The last few years, which have been marked by war in Europe, COVID and fears of a recession, have, as a result, seen marketing budgets remaining flat amidst the general air of pessimism.

But if the change of government is greeted with a sense that better times are around the corner, then companies will want to act accordingly to cash in on the renewed sense of optimism.

This could then result in them getting in touch with their marketing agencies to request they ramp up their campaigns in order to attract those consumers who will be feeling more positive about spending money.

JDR Group, which is based in Derby, is one of the UK’s leading digital marketing agencies dealing exclusively with small to medium businesses and looks after the campaigns of than 200 firms nationwide.

Leanne said: “People’s mindset is linked to sales and the recent wars and bad news after bad news have put the brakes on business. There has been a big problem of people looking but not buying because they are unsure about what the future will hold, and this has had a knock-on effect on companies’ marketing budgets.

“We saw this with COVID, when we were deluged with clients calling us to ask us to put their marketing campaigns on hold, even before they knew what the situation would be like.

“If people feel that the election of Sir Keir Starmer’s Government brings them relief and creates a feeling of optimism, then we will get an instant reaction because companies would want to be more proactive in that case and could want us to ramp up their marketing efforts to catch the wave of optimism.

“Since marketing is always the first thing companies act on, I would predict that our industry could be the classic canary in the coalmine when it comes to gauging how the nation and the business sector are feeling following the election because it would be reflected in marketing agencies’ post-election activity levels.”

JDR Group is a full suite digital sales and marketing agency and offers a full range of digital marketing services including SEO, web design, social media and content marketing.

It has built more than 1,000 websites for its clients in its time and is one of only a handful of British companies to have earned Elite Partner status from global customer relationship platform HubSpot, making it a fully outsourced marketing solution for any SMB.

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