Mid-year report: how media and marketing are performing so far

Halfway through 2017, James Boardman takes a look at the trends that are making their mark on the marketing industry.

So far, 2017 has been a year of reassessment and substance over style. The marketing profession is losing its infatuation with buzzwords and collecting data for the sake of it, in favour of real insights and analysis. The result is smarter, more targeted advertising. Here are the five defining trends to emerge this year and how they stack up in our half term report.

Keep up the good work: managing the media mix

For 50 years, ‘the right content, to the right people, at the right time’ meant TV.

For the past 15 or so years we’ve been relearning the art of complexity and we’ve been getting a lot wrong. Now, the marketing industry has finally gotten better at managing complex media mixes in a sensible way. Importantly, the shiny new toys are under more scrutiny and traditional channels are being reappraised with fresh eyes. This has helped with managing our messages better and thinking more broadly and carefully about our target audiences.

Read the full article on Marketing Magazine.