Four-fifths of marketers globally believe social media is the top change agent in the industry currently, according to a survey from the International Advertising Association (IAA).
The IAA's State of the International Advertising Industry Survey found 79% of 370 respondents social media was the top agent while 75.1% said it was the top area of marketing opportunity in 2012 to 2013. Meanwhile, 60.7% said implementing new social media programs was a top priority.
The evolving nature of technology was also top of mind for marketers as 74.3% of respondents said “exploring the latest media and technology trends to aid in effective marketing” was their top industry concern. In addition, 65.7% believed new technologies is a key issue to be addressed.
The survey also found 56.1% of respondents said building a brand that customers associate with purpose and meaning formed a key flank of the 'reinvention of marketing'.
Another 58.5% said harnessing data and analytics for targeting and personalisation currently demanded their greatest attention.
Procter & Gamble's Olympic mums campaign was listed as the most admired campaign while Coca-Cola's work – including Australia's 'Share a Coke' – was second.
Sign up to the AdNews newsletter,
like us on Facebook
or follow us on Twitter for breaking
stories and campaigns throughout the
Have something to say? Send us your comments using the form below or contact the writer at email@example.com
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org