Stand-alone social media and digital agencies will no longer exist by 2023, according to survey of marketing students in Europe.
The Next Generation of Marcoms, published by MediaSchool Group found that 85 per cent of the 2,000 graduates surveyed agreed that social media and digital agencies will be integrated into full-service companies within 10 years.
The students, who come from UK, France, Spain and Belgium, also said that they believe it is the generation 10 years younger than them who will be the true masters of digital media.
Maurice Levy, chairman and CEO of Publicis Groupe said: “The survey throws up some fascinating insights from young graduates about to enter the industry and underlines just how digital is fast becoming an integral part of everything we do. That they believe it is the generation 10 years below them who represent true ‘digital natives’ is also indicative of how even our new talent should not be complacent when it comes to new, emerging and existing ways to connect with the consumer.”
The survey results also suggest that brands will become increasingly dominated by content marketing and ‘PR thinking’; with 70 per cent agreeing or strongly agreeing that ‘PR thinking” – where the creation of word-of-mouth and trust for brands is most important – will dominate they way agencies respond to briefs in 10 years time.
Francis Ingham, director general of the professional body to represents UK PR consultancies, the Public Relations Consultants Association (PRCA), said: “The Next Generation of Marcoms’ report deserves careful study from anyone interested in the future of our industry. Its scope is the broadest I have ever seen, and its conclusions are fundamental. As an industry, we should embrace the fact that PR thinking looks set to be so dominant in the years ahead. The time when digital stood alone is, indeed, drawing to a close –something we should very much welcome.”
The students (aged 20-25) are currently studying advertising, marketing, communications, design, PR and events. They were questioned on five different themes covering: digital and the next generation, the future of marcoms, careers, ethics, and inspiration.