digital media spend laptop

Smartphones and tablets are a part of today’s modern landscape – often overshadowing traditional print media. It seems as if a new social media network pops up every few months, with countless opportunities for brand marketers with big digital budgets.

Some will argue that QR codes and still-developing NFC (near-field communication) technology will carry print advertising well into the future.  And it’s a fact that 56% of customers find print marketing to be the most trustworthy form of marketing.

However, it’s undeniable that certain verticals are making the shift to digital faster than ever before. In a recent survey, over 30% of respondents in the insurance, entertainment, finance, and tech sectors claim to already allocate the majority of their ad budget to digital marketing efforts.  This trend is seen in numerous verticals across the board. It is especially true for the celebrations industry as CPG brands target party hosts and guests alike.

Most modern marketers feel that digital media spending will surpass traditional media in the near future. Many factors are cited to back this up, including lower cost than print, the ability to personalize targeted messaging, and the power to measure and analyze real-time results.

Here are 6 compelling stats that support the belief that digital will trump print in the not-so-distant future:

  1. Marketing teams will spend $135 billion on new digital marketing collateral throughout 2014 (Print Media Centr)
     
  2. Two-thirds of CPG advertisers predict a dramatic increase in mobile ad spending – with only 2% expecting a decline. (MarketingCharts)
     
  3. Overall, publishers view smartphones as the most important content access method moving forward. The breakdown is as follows: smartphones (40%), print (37%), tablets (19%) and PCs (4%). (Print in the Mix)
     
  4. Print ad sales are on a sharp decline. In 2013, ad sales were down almost 20% year-over-year in the marketing/advertising sectors alone. (MarketingCharts)
     
  5. 55% of marketers worldwide increased their digital budgets in 2013.  (Print Media Centr)
     
  6. Only 18% of surveyed marketers will increase ad spending on magazines. (MarketingCharts)

As a brand marketer in the digital age, it’s important to understand the scope of this shift to digital. Take note of these stats, along with the bigger picture of how the industry is changing, to effectively shape your media plan. In the celebrations industry, moms are often the target market. If your brand also targets this group, download our free white paper to learn more about the world of digital moms.

 

 

 

 

Posted by Amie Reardon


download free white paper