Higher adoption of social media and remarkable growth of mobile and internet usage continue to shape global marketing and advertising landscape.
Digital continues to be a segment that marketers, advertisers and business owners want to explore more and adopt into practices. It is expected to capture 20 percent of global ad market by 2014, seeing a positive growth of more than 5 percent led by the trend of audiences moving online.
Social media including viral activity, paid-for online advertising, and mobile marketing were all cited to play a bigger role in the marketing mix. These areas of increased focus were fairly consistent considering the high internet/mobile/smartphone penetration and will be the most effective forms of media in the next three years.
Asia Pacific in particular is already a digital giant with expenditures in the region having reached $27.3 billion in the year 2012, and is expected to become the second largest digital market in the world by the end of 2013.
The major emerging markets will increase faster than Asia Pacific's overall regional growth through 2016, while mature markets will continue to increase at a steady but unspectacular pace.