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 in 2013.
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.