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...

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