Advertising landscape will be dominated by Content Marketing, say marcoms graduates

The current crop of graduates embarking on a career in advertising and marketing do not believe they are ‘digital natives'. Instead, they believe it is the generation 10 years younger than them who will be the true masters of digital media.

They also believe stand-alone social media agencies will no longer exist in 10 years' time, having vanished from an advertising landscape, which will become dominated by Content Marketing and ‘PR Thinking'.

These are some of the findings from a new report published by the MediaSchool Group. Titled the "Next Generation of Marcoms', the report contains a survey of more than 2,000 students aged between 20 and 25 years old studying Advertising, Marketing Communications, Design, PR and Events.

Students in the UK, France, Spain and Belgium were questioned on five different themes covering: ‘Digital and the Next Generation', ‘The Future of Marcoms', ‘Career' ‘Ethics' and ‘Inspiration'.

The report can be found in the Research Reports section of the members' area.

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21stMay 2013

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