This article discusses where marketing will be in 5 years. The surprising statistic is that TV ads will still have the largest spend by companies (36%), with online advertising close behind at 31%. Mobile would have gained a small share from 1% to 5% by 2016.
The reason that TV ads will still dominate a large share of the budget is because of reach. It's a great way to create a story for your brand and to share it with a mass audience. The problem is that it is not targeted at the right people. However, in five years, they expect that data on consumers will be more granular, allowing advertisers to focus their campaigns more effectively and efficiently.
The writer acknowledges that mobile will continue to grow and encourages advertisers to increase their mobile spend now. He points out that user experience has become increasingly popular and is an effective way to spread brand awareness. He advocates for the integration of IT with the marketing department because technology goes hand-in-hand now with marketing. Finally, he warns about patent trolls and advises companies to bring in their legal department to join the fight against them.
Thus, it'll be interesting to see how this industry will be transformed over the next five years.
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