Advertising will be entertainment, marketing will be about content

Content Marketing and PR Thinking will dominate the future of marketing. At least that is what European students say when asked about the future of their industry. It’s one of the interesting results of a study by the MediaSchool Group.

A survey amongst 2000 students in the age of 20 to 25 years by the MediaSchool Group revealed that 70 percent of the students think that marketing will be a whole different kind of job than today. They think that marketing will be “dominated” by content marketing and “PR thinking.” An advertisers job will be mostly to “entertain” rather than “sell,” according to 7 in 10. Recent survey results indicate that American consumers already believe that should be the case.

The European students almost universally see the importance of social media as an integrated marketing channel: 90 percent feel that it’s a channel that should be used by all practitioners, rather than a stand-alone discipline. As a result, 85 percent believe that in the next 10 years, social media and digital agencies will be integrated with other marketing communications agencies or be full-service agencies themselves.

In an industry where entertaining is more important than selling, 81 percent either agreed or strongly agreed that content marketing – where brands become publishers and creators of their own content – would be an essential part of their job 10 years from now. Meanwhile, “PR Thinking,” where word-of-mouth creation and trust in brands are paramount, will be similarly important, according to the students, with 70 percent believing that will be the primary way in which agencies respond to briefs.

And in a nod to TV, an excellent medium for story-telling, 70 percent disagreed or strongly disagreed that TV advertising would be irrelevant in 10 years.

 

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