Younger marketers ‘too focused on digital’ and pace of tech change ‘a worry’
Major gaps are beginning to appear in the advertising industry as younger workers become too focused on digital at a time when traditional mass media channels continue to hold the attention of most Australians.
At the same time, more than a third of workers in the advertising, marketing and media industries admit they are fearful of being able to keep up with the pace of technological change, a Mumbrella survey of more than 1000 industry professionals has revealed.
Agencies losing skills in traditional media
Rising tools such as programmatic are areas of major concern, with just 13% of people saying they have an expertise in the area.
My magazine went digital for economic reasons, not because “it was the thing to do at the time”. Although my subscribers loyally followed, they tell me almost en masse they would still prefer a paper version
My take is that people are being told what to do ie you MUST go digital, rather than asking the users / readers to a large degree.
digital is key to the survival of the industry. its like retail without ecommerse.
or even years ago with a phone.
revolution. we just have to make it work and.
Really bashing the media agencies this week aren’t you mumbrella …
interesting that 47% consider themselves experts in social media. is that understanding what a post is or how to do a post. i would hasten to add that about 5% understand the value of the underlying data.
Here is a question;
Would you rather have 1,000,000 engaged fans on twitter?
or
Would you rather have 5,000,000 fans on Facebook?