Category Archives: Article/Report Summary

Marketers digital capabilities lag

Spending on digital channels continues to rise. At the end of 2016, global spending on digital advertising was set to top $180 billion, according to Magna Global, which projects double-digit growth through 2020.  Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.

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Top marketing challenge? Proving ROI

According to a survey, the top three marketing challenges of respondents is “proving the ROI of marketing activities”, “collaborating between departments/offices” and “adapting to changing consumer behaviors”. While proving marketing ROI remains a top challenge, marketing departments are struggling to keep up to pace with changing consumer behaviors.

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Advertising to Generation Z

Generation Z, who have grown up with a smartphone in their hand, is now on the cusp of adulthood. Technology is an essential tool that has blended seamlessly into their lives from the start. The digital world is all they have ever known. Brands need to adapt quickly to the values and attitudes of this generation if they expect to keep pace and remain relevant to this audience.

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