Pan-European survey of 2,000 marketing students reveals current generation doesn’t believe that they are ‘digital natives’. Over 80% think standalone social media and digital marketing agencies will disappear within ten years as the channel becomes a discipline for all marketers. 70% believe marketing landscape will be ‘dominated’ by Content Marketing and ‘PR Thinking’. And it found out that facebook was the chosen most important social media tool.
Generation is critical of marcoms industry for enjoying ‘unfair subsidy’ via unpaid internships and ‘not doing enough’ on sustainability. There were 86% want to work for agencies that are as much about the creation of social good as about creating profit for brands. Red Bull Stratos most admired campaign of the year. Maurice Lévy, Chairman and CEO of Public Group said the results were ‘fascinating’ and ‘even our new talent should not be complacent’ about digital media.
The current crop of graduates embarking on a career in advertising and marketing do not believe they are ‘digital natives’. Instead, they believe it is the generation ten years younger than them who will be the true masters of investment digital media.
They also believe stand-alone social media agencies will no longer exist in 10 years’ time, having vanished from a marketing and advertising landscape, which will become dominated by Content Marketing and ‘PR Thinking’.
These are some of the findings from a new report published today by the MediaSchool Group. Titled the ‘Next Generation of Marcoms’, the report contains a survey of more than 2,000 students aged between 20 and 25 years old studying Advertising, Marketing Communications, Design, PR and Events.
Students in the UK, France, Spain and Belgium were questioned on five different themes covering: ‘Digital and the Next Generation’, ‘The Future of Marcoms’, ‘Career’ ‘Ethics’ and ‘Inspiration’.
The results reveal a generation convinced that social media is something applicable across all marketing functions. Close to 90% said social media was channel that all marketing practitioners should use and that it was not a ‘stand-alone’ discipline. However 70% either agreed or strongly agreed that 20-25 year old today are not digital natives – and that the generation ten years younger than them represents the ‘true digital natives’.
The study reveals a generation that understands the evolving nature of the marketing industry and predicts an emerging dominance of Content and word of mouth. 90% agreed or strongly agreed that in ten years the agency they work for would be full service where practitioners would be comfortable creating strategies in advertising, direct, social, digital and PR. 81% either agreed or strongly agreed that Content Marketing where brands become publishers and creators of their own content would be essential part of their job in ten years. 70% agreed or strongly disagreed that ‘PR thinking’ where the creation of word-of-mouth and trust for brands is most important – would dominate the way agencies respond to briefs in ten years times.
In a reaffirmation of one traditional channel some 68% disagreed or strongly disagreed that TV advertising would be ‘irrelevant’ in ten years’ time. 70% said that in ten years advertising’s job would be mostly to ‘entertain’ and not to ‘sell’.
The study suggests a generation of optimists when it comes to their career prospects particularly on questions of gender and equal opportunities. 64% thought that in ten years’ time the agency they worked for would pay them the same salary as a member of the opposite sex. 73% thought they would have the same opportunities as a member of the opposite sex to rise to a position of senior management within an agency in ten years’ time. 64% thought that on average agencies were more meritocratic places to work than in-house.