According to results from a report by the MediaSchool Group, 70% of respondents believe that in 10 years the marketing landscape will be dominated by content marketing and PR thinking. At that time, advertising’s job will be mostly to entertain rather than sell. The study is based on a survey of more than 2,000 European students aged 20-25 studying advertising, marketing communications, design, PR and events
Ad Industry Future As Seen by European Marketing Students (% of Respondents)
% of Respondents
Agreed (or Strongly) that by 2023 social media and digital agencies would not be stand alone specialists, but integrated or full service
Agreed (or Strongly) that content marketing will be an essential part of job
Feel that in 10 years advertising’s job will be mostly to entertain, not sell
Think marketing landscape is dominated by content marketing and PR thinking
Agreed (or Strongly) that PR thinking, where creation of WOM and trust for Brands is most important, will be primary agency response to briefs
Disagreed (or Strongly) that TV advertising will be irrelevant
Source: MediaSchool Group, May 2013
The report goes on to say that the current crop of graduates embarking on a career in advertising and marketing do not believe they are 'digital natives'. Instead, they believe it is the generation ten years younger than they who will be the true masters of digital media. They also believe stand-alone social media agencies will no longer exist in 10 years time, having vanished from an advertising landscape, which will become dominated by Content Marketing and 'PR Thinking'.
The results reveal a generation convinced that social media is something applicable across all marketing functions. Close to 90% said social media is the channel that all marketing practitioners should use and that it was not a 'stand-alone' discipline. However 70% either agreed or strongly agreed that 20-25 year olds today are not digital natives, and that the generation ten years younger than them represents the 'true digital natives'.
The study reveals a generation that understands the evolving nature of the marketing industry and predicts an emerging dominance of Content and word of mouth.
The study suggests a generation of optimists when it comes to their career prospects particularly on questions of gender and equal opportunities.
Sustainability, social good over profit and unpaid internships were all subjects covered in the Ethics section of the study.
International marcoms group Publicis, Global PR agency Ogilvy and Red Bull were the three brands most cited when the students were asked to talk about inspiration.
Anne Pflimlin, director of the MediaSchool Group, which commissioned the research said: "...acres of newsprint, not to mention blogposts, tweets and hot air... is given over to marketing industry commentators who claim they know what young people think of social media, advertising and branding... (this study) asks young people themselves what they think... this next generation of marketing leaders... has a strong point of view on the future they will shape... questions of silos and channels don't exist... they are agnostic about channel or medium... trust, word of mouth and content seem to matter so much more... “
The findings are from a new report published today by the MediaSchool Group. Titled the 'Next Generation of Marcoms', the report contains a survey of more than 2,000 students aged between 20 and 25 years old studying Advertising, Marketing Communications, Design, PR and Events. Students in the UK, France, Spain and Belgium were questioned on five different themes covering: 'Digital and the Next Generation', 'The Future of Marcoms', 'Career' 'Ethics' and 'Inspiration'.
Please go to the PRNewswire to view more of the study, and read additional quotes from several keynoters of the industry.