In 2013, Mobile, Social Lead Shift From Traditional Media to Digital

Transition from newspapers and magazines to digital formats continues  apace

As marketers deal with an increasingly fractured media landscape, they will  continue to shift their focus away from traditional media to digital channels,  according to a poll of US marketing professionals conducted by Inavero for staffing firm Aquent and the American Marketing Association (AMA).

Traditional mass media once offered marketers the benefit of reach, but now,  fragmented and dwindling audiences, as well as comparatively cruder metrics,  have led marketers to focus their efforts on digital media. Print media has  suffered the greatest loss of interest, with about three in 10 respondents to  the October through November 2012 survey expecting their organizations to  decrease attention paid to newspapers and consumer magazines in 2013. More than  one out of five respondents even expected TV to see decreased attention.


On the digital side, mobile and social media were the two categories expected  to see the most increased attention in 2013. In fact, more than eight in 10 of  those polled named mobile media as a target for increased focus, while just over  three-quarters of respondents said the same for social media. Marketers were  less preoccupied with turning more efforts toward paid search (59%) and email  campaigns (56%), although more than half of marketers still expected to increase  their attention on these channels as well.


And while marketers expressed a clear understanding of the importance of  digital media and showed a determination to double down on many of their online  and mobile efforts, they also expressed trepidation about the speed at which  marketing can now change. Just over half of respondents, 54%, felt that their  marketing team was unable to handle new technologies and trends.

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