Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organizations. A few years ago GroupM noted that “the digital ink is in the water,” it’s proved permanent. It’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behavior and equally true that marketing and sales organizations remain more separated than they should be given the collapse of the purchase funnel.
This is the Preview edition written mostly from a Western perspective; the full report including a global roundup of key data relating to online marketing will be published in April.
You can access the overview here.