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.