Marketers Say They’re Shifting Focus Away From Traditional Media

January 30, 2013

This article is included in these additional categories:

Magazines | Media & Entertainment | Mobile Phone | Out-of-Home | Radio | Social Media | Staffing | Television

AquentAMA-Top-Areas-Marketing-Decreased-Focus-Jan2013Nearly 1 in 3 marketers plan to decrease their organization’s focus on newspapers this year, per results from a survey conducted by Aquent and the American Marketing Association (AMA). In fact, traditional media occupied the top 6 areas slated for a decline in focus this year by respondents. Beyond newspapers, a significant proportion plan to shift their attention away from consumer magazines (28%), radio (24%), trade magazines (22%), and TV (21%).

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%).

Given their increased focus on digital marketing, it’s not surprising that these marketers believe that the most in-demand positions this year will be related to the digital space. Asked the top 3 positions they think will be most in demand, respondents pointed to social media marketing (25%) first, followed by online content (21%). Interestingly, mobile marketing was further down the list, cited by just 12% of respondents. But, mobile marketing skills will be hotter in 2-3 years, according to the respondents. While half see social media marketing as the hottest job in 2-3 years, mobile marketing isn’t far behind, at 40% of respondents.

About the Data: The survey was conducted online within the United States by Inavero on behalf of Aquent and the American Marketing Association among 2,620 marketing professionals, from senior-level executives to entry-level marketers across a variety of industries and organization sizes. Marketing professionals working within agencies represented 24% of responses. Marketers from health-care, financial services, professional services, and retail, e-tail & distributors were also well represented, with each providing more than 15% of the total responses.

The survey was conducted between the Oct. 31 and Nov. 19, 2012. Respondents included marketing professionals on lists provided by both Aquent and AMA. With a pure probability sample of 2,620, one could say with a 95% probability that the overall results have a sampling error of +/- 1.9 percentage points. Sampling error for data from sub-samples is higher and varies.

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