Marketing Survey Shows Continued Shift Towards Digital Media
January 31, 2013 at 3:57 AM (PT)
A survey from AQUENT and THE AMERICAN MARKETING ASSOCIATION (AMA) finds marketers are shifting their focus away from newspapers, magazines and radio. Traditional media occupied the top 6 areas slated for a decline in focus this year by respondents, with newspapers down 32%, consumer magazines off 28% and radio sliding 24%.
MARKETINGCHARTS.COM notes, "not surprisingly, these marketers are looking more at various digital channels this year. Topping the list is mobile media, with 82% of respondents saying they'll increase their organization's focus in this area. That aligns with recent research finding mobile to be perceived as the year’s most disruptive media and marketing trend. Recent survey results from ECONSULTANCY also revealed that mobile is the most exciting opportunity for digital marketers this year. Meanwhile, many respondents to the AQUENT and AMA survey also will increase their focus on social media (76%) and marketing automation (75%)."
The survey was conducted online within the U.S. by INAVERO on behalf of AQUENT and THE AMERICAN MARKETING ASSOCIATION among 2,620 marketing professionals, from senior-level executives to entry-level marketers.