Our site has recently been updated. Please re-login to access members only content.

News

Experts Predict Growth For Digital And Mobile Business

Significant growth is in store for digital and mobile business segments over the next two years, according to a new survey. AdMedia Partners’ “22nd Annual Market Survey 2016” found that almost 75% of respondents predict that digital will take up over 40% of their business by 2018. Current reporting shows that 46% of respondents state that digital is 40% or more of their business.

Respondents report that some marketing channels – including social, custom content/native advertising and mobile marketing – will experience double-digit growth over the next two years, while spend on search advertising and online display will stay consistent or increase slightly.

In addition, 63% of respondents reported that mobile is currently 20% or less of their business, though 76% of respondents predict that mobile will comprise 20% or more over the next two years.

The study surveyed senior executives across the globe in advertising, marketing services, digital marketing, marketing technology and media technology.

In a related study, Salesforce’s “2015 State of B2B Marketing Report,” 60% of respondents consider mobile a “crucial enabler” and key channel for overall sales. Additionally, 21% stated that revenue was directly linked to mobile marketing. Over 85% of respondents stated that loyalty, re-engagement and mobile-exclusive deal campaigns are effective, while the greatest majority uses mobile website/app traffic, lead generation and conversation rates to track mobile marketing success.