Marketers Say They’re Shifting Focus Away From Traditional Media
by MarketingCharts staff
Nearly 1 in 3 marketers plan to decrease their organization’s focus on newspapers this year, per results from a survey conducted by Aquent and the American Marketing Association (AMA). In fact, traditional media occupied the top 6 areas slated for a decline in focus this year by respondents. Beyond newspapers, a significant proportion plan to shift their attention away from consumer magazines (28%), radio (24%), trade magazines (22%), and TV (21%).
Given their increased focus on digital marketing, it’s not surprising that these marketers believe that the most in-demand positions this year will be related to the digital space. Asked the top 3 positions they think will be most in demand, respondents pointed to social media marketing (25%) first, followed by online content (21%). Interestingly, mobile marketing was further down the list, cited by just 12% of respondents. But, mobile marketing skills will be hotter in 2-3 years, according to the respondents. While half see social media marketing as the hottest job in 2-3 years, mobile marketing isn’t far behind, at 40% of respondents.
About the Data: The survey was conducted online within the United States by Inavero on behalf of Aquent and the American Marketing Association among 2,620 marketing professionals, from senior-level executives to entry-level marketers across a variety of industries and organization sizes. Marketing professionals working within agencies represented 24% of responses. Marketers from health-care, financial services, professional services, and retail, e-tail & distributors were also well represented, with each providing more than 15% of the total responses.
The survey was conducted between the Oct. 31 and Nov. 19, 2012. Respondents included marketing professionals on lists provided by both Aquent and AMA. With a pure probability sample of 2,620, one could say with a 95% probability that the overall results have a sampling error of +/- 1.9 percentage points. Sampling error for data from sub-samples is higher and varies.