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Marketing Execs Like Digital and Mobile Prospects for 2013

23 Jan, 2013 By: Doug McPherson

NEW YORK – Nearly half of all marketing executives believe digital interactive advertising will grow by as much as 15 percent this year, according to a survey of industry leaders by AdMedia Partners, a financial advisory firm.

AdMedia surveyed 7,400 executives in advertising, marketing services, digital marketing, marketing technology and media technology late last year and found that they like mobile’s prospects, too. About 40 percent say they expect to see an increase of at least 20 percent in mobile. Plus, more than half say video and social ad spending will jump as high as 20 percent.

Nearly 45 percent say they believe the economy will be stronger in 2013 – up from 36 percent in 2012. More than one-third (36 percent) expect the economy to remain the same in the coming year – a  notable decrease from 57 percent in 2012 – while about 21 percent believe the economy will be weaker in 2013, which actually represents an increase of 14 percentage points year-over-year.

Another finding: expect more mergers and acquisitions. Almost two-thirds of respondents claim they were approached by would-be buyers in 2012. And 81 percent said they think M&A by strategic buyers will increase, while 46 percent say M&A driven by financial buyers will rise. Nearly 90 percent who are at companies with at least $50 million in revenues say they plan to seek an acquisition target this year. The primary rationale that 59 percent of respondents gave for such plans was to develop new services and product offerings.

Services firms’ interest in expansion or acquisition remains consistent with last year: mobile (67 percent of respondents want to buy their way into the sector), while 66 percent express interest in analytics, and 64 percent say social was on their menus. The search marketing sector lost the most interest from execs. Last year, 50 percent of respondents expressed interest in the sector; this year, just 32 percent say they are excited about search.

For content firms, the highest levels of interest were in: digital media (69 percent); custom content (60 percent); app development (56 percent); and user-generated content (56 percent).

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