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The Future of Marketing in 2016: Trends in the New Digital Age

George Tanase

Romanian Distribution Committee Magazine, 2016, vol. 7, issue 2, 20-25

Abstract: There have been some significant changes in marketing in recent years. The share of digital/mobile in the overall media ad spending share is increasing year over year. The research firm eMarketer estimates that budgets for digital advertising will surpass in 2017 the budgets spent on any other traditional marketing initiatives (TV, print, radio, outdoor, and directories). Marketing is also moving away from a product orientation to a social / mobile orientation. Whereas marketing campaigns from even a decade ago were focused on loose metrics such as GRPs for TV audience measurement, or Arbitron numbers for radio, advertisers’ ability to track visitors’ movements across the web, and (with the growth in mobile device adoption) advertisers’ ability to use location data entail better tracking of responses to marketing messages and the ability to connect with the customer where they are.

Keywords: personalized experience; usage patterns; customer service; social media; new terminology; digital techniques (search for similar items in EconPapers)
JEL-codes: D83 M31 M37 (search for similar items in EconPapers)
Date: 2016
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