Publicitas Marketing Priorities 2016 survey
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OverviewPublicitas Marketing Priorities 2016 is a global online survey among over 670 marketing executives evaluating the key issues shaping the media industry right now and into the future. The survey was fielded in April 2016 across EMEA, APAC and the Americas, and the sample covers client- side marketers, agencies and publishers. The data provides regional results against a global average and can also be sliced by seniority and media sector.
Marketing Priorities findings confirm the continued influence of mobile technology, social media and video across the industry. Programmatic buying and cross-device targeting is high on the agenda for global marketers, with big data feeding this process and linking up the importance of accurate audience measurement. There is also growing interest in emerging technologies such as Virtual Reality, Artificial Intelligence and Robotics, and global marketers are upbeat about the ad blocking challenges ahead, with a focus on ‘seeking solutions’ to work with this trend.
Marketing Priorities results highlight Content Marketing as the primary consideration for global marketers as they strive to target consumers with relevant and engaging content in what is proving to be a year of consumer-led marketing. Taking this customer-first thinking one step further, the findings also reveal a clear understanding among global marketers that brands need to make an emotional connection with the consumer to encourage increased brand engagement and ultimately drive action.
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