The Consumer Changes the Market

PricewaterhouseCoopers’ Global Entertainment and Media Outlook is charting some interesting trends in the marketing world, stating that “brands are changing their focus from advertising on a medium, to marketing through, and with, content.” In fact, PwC predicts that global entertainment and media spending will rise by several million dollars by 2014 and grow at a rate of 5% annually.

PwC attributes this growth to three main causes: the ubiquity of mobile devices, the increasing dominance of the internet, and increasing engagement across all content. Because of the continuing digital resettlement, businesses are resettling their marketing spending as well. It will be nice when companies can stop chasing their customers and, instead, be waiting for them when they arrive at their digital destinations.

Have you shifted your own marketing spend to allocate more towards content? Does advertising remain supreme? Have you seen a positive (or negative) impact either way? As always, we look forward to your comments!

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About Joshua Hoffman

Joshua Hoffman is Technology Specialist at Microsoft and a frequent contributor to Research Access.