Marketing and advertising will be driven by 9 dominant trends this year. First, the number of marketing department staff dedicated to digital projects will increase. On average, SA companies employ 16 marketing professionals in their marketing departments, about 21% of whom are digital marketing specialists. (This number will vary according to the size of the company: the larger the corporate, the greater the number of marketing professionals.) According to the Scopen Agency Scope 2017/18 SA survey, more digital needs will be identified in 2018, and the number of digital specialists will therefore increase this year. Second is the trend towards in-house versus agency marketing. In 2017, more work was taken in-house by marketers, following the general global trend of the past two years. Speed, costs and intellectual property have been the main drivers of this trend, especially when it comes to branded content. It’s a trend that looks set to continue unless agencies can find faster an...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.