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.
- 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