Enabling a trusted and responsible digital world for everyone


Creating a new reality means collaboration between people, publishers, brands, and regulators. It’s developing new technologies and business models that prioritise user privacy and data protection. It’s about educating users on their rights and responsibilities, empowering them to take back control over their privacy choices.

Our beliefs are clear. They guide our behaviours, business decisions, service development, and the actions of our people, and we hope they can act as agents of change across the industry.


You can watch our manifesto film here


But this is the first in a series of posts that delve a little deeper on the principles that underpin Utiq’s purpose.


Principle #1: Recognising the value of Digital Marketing


Digital marketing is a powerful tool for reaching and engaging with potential customers, as well as building brand awareness and loyalty. According to a report by Statista, global digital advertising spending is expected to reach $645 billion by 2024, up from $378 billion in 2020, demonstrating the increasing significance and value of digital marketing in the modern business landscape.


The value of digital marketing is undeniable, but our industry must do more to recognise and celebrate the extraordinary value created though it’s wider application – through education, entertainment, employment generation, and economic return.


It enhances education by providing access to information, resources, and opportunities for learning. Digital marketing fuels the dissemination of educational content to a broad audience, such as through online courses, podcasts, webinars, blogs, and ebooks. It helps connect people with experts, mentors, peers, and communities that can support their learning journey.


Digital marketing can enrich our leisure and entertainment by offering diverse and personalised experiences, and by creating and distributing engaging content that caters to different tastes, preferences, and needs of consumers. It can also help enhance content interactivity and immersion through gamification, virtual reality, augmented reality, and more.


As a creator of roles, skills, and entire industries, we can recognise that digital marketing is a significant contributor to employment. But it has even bigger indirect benefits, fostering innovation and entrepreneurship by enabling people to create and market their own products or services online. It can also help develop and demand new skills and competencies that are relevant and valuable in the digital economy.


Finally, digital marketing also boosts our economic growth by increasing productivity, efficiency, and competitiveness. It reduces costs and increase revenues for businesses by optimising their marketing strategies and performance. It can also help expand markets and trade by facilitating cross-border transactions and collaborations.


Digital marketing is not only a valuable tool for businesses but also a valuable asset for society. However, our industry must do more to recognise and celebrate these impacts and showcase the extraordinary value that digital marketing creates for the world.