The Industry’s Future, According to European Marketing Students

MediaSchoolGroup-Marketing-Industry-Future-May2013The next generation of marketers and advertisers have some strong opinions on where their industry is headed, according to results from a report by the MediaSchool Group. Based on a survey of more than 2,000 students aged 20-25 studying advertising, marketing communications, design, PR and events, the study finds that 70% believe that in 10 years, the marketing landscape will be “dominated” by content marketing and “PR thinking.” At that time,¬†advertising’s job will be mostly to “entertain” rather than “sell,” according to 7 in 10. Recent survey results indicate that American consumers already believe that should be the case.

The European students almost universally see the importance of social media as an integrated marketing channel: 90% feel that it’s a channel that should be used by all practitioners, rather than a stand-alone discipline. As a result, 85% believe that in the next 10 years, social media and digital agencies will be integrated with other marketing communications agencies or be full-service agencies themselves.

In an industry where entertaining is more important than selling, 81% either agreed or strongly agreed that content marketing – where brands become publishers and creators of their own content – would be an essential part of their job 10 years from now. Meanwhile, “PR Thinking,” where word-of-mouth creation and trust in brands are paramount, will be similarly important, according to the students, with 70% believing that will be the primary way in which agencies respond to briefs.

And in a nod to TV, an excellent medium for story-telling, 70% disagreed or strongly disagreed that TV advertising would be irrelevant in 10 years.

Other Findings:

  • 70% agreed or strongly agreed that they are not digital natives. Instead, they believe that the generation a decade younger than them are the “true digital natives.”
  • More than 3 in 4 believe that Facebook is the most important social media platform a brand can use to communicate with them.
  • Only 4 in 10 agree that Twitter is not an advertising medium.
  • 86% said the agency they would like to work for would have to be as much about the creation of social good as about creating profit for brands.

About the Data: The students questioned hail from the UK, France, Spain, and Belgium