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

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  • TANASE, George

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.

Suggested Citation

  • TANASE, George, 2016. "The Future of Marketing in 2016: Trends in the New Digital Age," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(2), pages 20-25, July.
    • Handle: RePEc:rdc:journl:v:7:y:2016:i:2:p:20-25
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    File URL: http://crd-aida.ro/RePEc/rdc/v7i2/3.pdf
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    References listed on IDEAS

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    1. Dorit S. Hochbaum & Erick Moreno-Centeno & Phillip Yelland & Rodolfo A. Catena, 2011. "Rating Customers According to Their Promptness to Adopt New Products," Operations Research, INFORMS, vol. 59(5), pages 1171-1183, October.
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      More about this item

      Keywords

      personalized experience; usage patterns; customer service; social media; new terminology; digital techniques;
      All these keywords.

      JEL classification:

      • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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