Traditional means of storytelling and getting customer engagement are giving way to highly innovative approaches. Marketers will have to be more tech-savvy than ever to grab and keep attention. Big data analytics will be an essential marketing skill in 2016.
Social media users say sponsored online messages are equally — if not more — effective as other types of marketing tactics. In 2016, as online advertising effectiveness continues to decline, will more marketers abandon their legacy media-buyer practices?
“CMOs said that their greatest struggles are with organizational silos and ownership issues, the lack of technology and data-savvy talent, and the impact of scaling up their digital efforts.” Many respondents reported difficulty recruiting and retaining digital marketers with the required skills.
IDATE estimates the global content industries market reached 145.5 billion EUR in 2014. On a global scale, 41.2% of revenues came from dematerialized digital channels — nearly twice the results of 2011.
Digital advertising spending in Western Europe will grow at three times the rate of total ad expenditures during 2015-2019 forecast period. Overall, spending on digital platforms in the region will increase 9.1% in 2015 to reach $35.25 billion, and pass $45 billion within four years.
Buy buttons have been gaining prominence throughout 2015. But despite all the major social networks testing or implementing them in some form, fewer than half of US retailers were using them as of August 2015.