As omnichannel marketing becomes the norm for businesses, certain aspects of this broader approach to marketing are gradually become more dominant than others.
While it's still important for businesses to balance traditional marketing channels with emerging alternatives, it's also essential they're able keep up with trends leading the rest of the advertising landscape.
Few marketing managers will be surprised to learn that digital advertising continued to grow its influence, establishing itself as the core of B2C marketing campaigns in the process.
Most popular forms of media, ranked
Digital media spending is still on the rise.
McKinsey & Company recently investigated the channels businesses are investing in the most, reinforcing the idea that digital marketing is now the core for the campaigns of many organisations.
Although many companies are still investing in platforms such as TV and newspaper communication, the organisation found spending on these channels is continuing to decline as digital options take precedence.
However, overall spending is on the rise across the board, with McKinsey & Company stating the 16.1 per cent rise in digital spending over the past five years is the catalyst for these trends.
McKinsey & Company is predicting that, by 2019, more than half of all media spending will be on digital channels. This figure is likely to make mailing lists all the more important as the digital landscape becomes more crowded.
Social media shapes B2C marketing
Within the digital marketing sphere, social media is quickly growing its influence, and businesses that leverage consumer demand for shareable, entertaining content stand to benefit from these trends.
Direct marketing lists can be an important link between an organisation's social media presence and other promotional efforts. In many cases with social media, businesses rely on consumers being able to find and like or follow these pages of their own accord. Practices that link consumers directly to these pages help with this or other processes, such as lead generation.
An investigation from recruitment company Robert Half found that the influence of social media is even affecting members of the C-Suite. The company's latest survey found that 17 per cent of chief information officers around the country believe the trend will have a noticeable impact on the way their business operates by 2020.
Kantar reported that not only will the frequency of social media use change, the intended outcomes will as well. In 2016, the firm is predicting businesses will shy away from branded content, instead favouring more organic messages – a practice which could also influence direct marketing campaigns.