As marketers increase use in digital technologies, traditional media undergoes a huge suffering. Traditional mass media once offered marketers the most advantages to reach their audiences in a wider scale, but now the situations now have basically murdered the traditional media marketing. What it gives marketers now is fragmented and dwindling audiences, as well as comparatively cruder metrics and it is easily losing its ground for digital marketing trends such as Mobile and social media.
A poll of US marketing professionals was conducted by Inavero for staffing firm Aquent and the American Marketing Association (AMA) to check the digital marketing strategies for this year.
In this phase of digital marketing revolution, print media has greatly suffered the loss in terms of interest; with about three in ten respondents to the October through November 2012 survey expecting their organizations to decrease attention paid to newspapers and consumer magazines in 2013. 21% of the respondents even expected TV to see decreased focus in coming days. Tradition marketing efforts are to see a big downfall this year especially TV (21%) radio (24%) and direct-marketing (9%). But newspapers still see some hopes with 32%.
On the digital edge, mobile and social media were the two categories expected to see the most increased attention in 2013. In fact, more than three in four respondents polled to mobile media as a target for increased focus, while just over seven in ten ( 76%) respondents said the same for social media. Also, Marketers were less preoccupied with turning more efforts toward paid search (search engine marketing) with 59% and email campaigns with 56%, although more than 50% of marketers still expected to increase their focus on these channels as well. 82% of the U.S. marketers are expected to increase mobile media marketing strategy by 82% followed by social media 76%. Well this co-relates with another report where marketers are not actually ready for mobile marketing.
It’s also observed that social media and mobile marketing are expected to be hot jobs in next 2-3 years. But social media jobs are to be the winner of this year with 25%. Mobile media job accounts only for 12% of job opportunities this year and it seems as the existing staff or contractors could handle it this year.
The other report from Econsultancy regarding digital spending in 2013 says, collating and managing data still seems to be one of the key challenges for businesses as 46% of the respondents polled for web analytics and 41% of them chose content management systems. Also, 45% of them opted for CRM, 38% for social media management systems and email platforms, plus 35% for paid search/bid management.
In next 2-3 years company recruits more number of social media marketing employees (50%), 40% chances for mobile marketers.
While marketers expressed a clear understanding of how important is digital media and showed a firm intention to increase many of their online and mobile efforts almost two folds, they also expressed a kind of fear in terms of the pace at which marketing can now change and how well they could adopt it with this changing speed. Just over 54% of the respondents felt that their marketing team was unable to handle new technologies and trends.
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