Some 77% of European marketing students say Facebook is the most important social media tool a brand can use to communicate to their generation, according to a recent survey by the MediaSchool Group.  

Moreover, just 40% or so agree with a recent statement by Sir Martin Sorrell, the chief executive officer of WPP Group, that Twitter is not an advertising medium.

Below, additional key findings from the study, The Next Generation of Marcoms, which surveyed 2,000 European students age 20-25 studying advertising, marketing communications, design, PR, and events.


  • 89% of students surveyed say social media is a channel that all marketing practitioners should use and that it is not a standalone discipline. 
  • 85% either agree or strongly agree that by 2023 standalone social media and digital marketing agencies will disappear as the channels become a discipline for all marketers.
  • 70% either agree or strongly agree that 20-25 year-olds today are not digital natives—and that the generation 10 years younger than them are the "true digital natives." 

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji