Mobile is expected to be the most influential advertising medium over the next three to five years, followed by social media, according to a new report by The Creative Group and the American Advertising Federation (AAF).
Nearly two-thirds (66%) of surveyed ad and marketing execs say spending on mobile-related projects will increase significantly over the next three to five years; another 28% say mobile spending will increase somewhat over the period.
Below, additional findings from a report titled, "The Creative Team of the Future," co-developed by The Creative Group and the AAF, based on a survey of 500 AAF Ad Club members.
Facebook's Future is Bright
Among key social channels, nearly nine in ten ad and marketing execs expect ad spending on Facebook to increase significantly (40%) or somewhat (49%) over the next three to five years; most expect to increase spending at least somewhat on YouTube (82%), Twitter (77%), and LinkedIn (71%) over the period.
Large spending increases are not expected, however, for geo-location service Foursquare and Flickr over the next three to five years.
Marketing's Influence Over Business Decisions Growing
Nearly two-thirds (64%) of ad and marketing execs expect creative professionals to have greater influence over their companies' business decisions in the future.
Not surprisingly, problem-solving skills are a must-have tool. Asked to name the most the most useful professional skill to develop over the next three to five years, ad and marketing execs cite the following:
- Problem-solving skills: 33%
- Verbal and written communication skills: 27%
- Interpersonal skills: 16%
- Management and leadership skills: 8%
But influence comes at a price: 62% of ad and marketing execs say they expect creative professionals to work more hours over the next several years.
Moreover, 85% expect creative professionals to be much more (39%) or somewhat more (46%) connected to the office outside of business hours:
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Working Remotely
Particularly as collaboration tools become more accessible and affordable, 84% of ad and marketing execs say a greater number of creative professionals will work remotely in the next three to five years:
Multicultural Environments
As the global marketplace expands, working environments will change: 82% of ad and marketing execs say they expect creative teams to become much more (24%) or somewhat more (58%) culturally diverse.
About the data: Findings are from a survey of more than 500 AAF Ad Club and corporate member-professionals nationwide in February 2011.
