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Consumers and digital marketing - Challenges and tensions as brand marketing moves online - Venture Insights

Report Overview

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Consumers and digital marketing – Challenges and tensions as brand marketing moves online

PublisherEnders Analysis.
Publish Date June 22, 2016
Sector Advertising, Content marketing, Internet, Media, Technology, Telecom, TV.
Company Facebook, Google.

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UK digital advertising will grow beyond £10 billion by 2018 by our estimates, representing more than half of all advertising spend and delivering the most advanced large advertising market in the world on a per capita basis.

Nevertheless, we see critical issues in digital marketing that are frequently acknowledged, but hard to fix.

At the heart of our hypothesis is the view that the marketing industry – brands, agencies and media – has focused on technology and efficiencies at the expense of consumer experience and distinctiveness.