Digital and mobile businesses are projected to grow substantially over the next two years, according to the AdMedia Partners‘ 22nd Annual Market Survey 2016. Based on the answers given by marketing and media business senior executives, the study found that 74% expect digital to represent at least 40% of their business over the next two years, with 35% of respondents expecting mobile to generate at least 40% in revenue.
However, businesses are most interested in expanding their analytics (51%) and digital (51%) as well as social (46%) efforts. Whilst interest in mobile marketing is still high, 36% presents an actual drop from last year’s 50%.
Analytics are top area of expansion interest
Currently, the majority of businesses (63%) are less than 20% mobile. Just 14% are over 40% mobile. However, 41% expect to be over 40% mobile over the next two years.
Majority of businesses plan to be at least 40% mobile over next two years
65% of respondents expect growth rates of over 15% for mobile marketing.
Mobile marketing expected to grow 15%+
The results point to a shift towards data-driven marketing practices. Mobile continues to be an area of interest, with agencies still playing catch-up to follow the trend. Marketers are aware that they will need to provide a more tailored and socially engaging experience to reach mobile end users. However, this year agencies perceive ad blocking as a new and major threat to their efforts.