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How are marketers' communication models shifting?
What role is influencer marketing playing? Is traditional broadcast still being used? What are the drivers of change between communication channels?
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WFA recently completed a snap poll of media and marketing leaders primarily operating at a global scale, to understand how their use of communication channels is evolving.
The poll shows that channels such as influencer and creator partnerships are growing in strategic importance, while out-of-home and traditional TV and radio are declining.
Consumer behaviour shifts and changing media ecosystems are driving this change, according to respondents.
Note: findings are indicative and should be treated as directional rather than statistically definitive.
- How is the strategic importance of retail media, PR and brand partnerships evolving?
- How integrated are influencer and creator partnerships into paid media planning?
- How is experiential and events activity primarily evaluated?
- What might brand leaders wish to think about given these shifts?
For media and marketing leaders looking for answers to these questions through a global lens, the full report, with all the details, is available to download here.
