The Digital Age of Marketing
Gartner forecasts that social and mobile approaches will influence at least 80 percent of consumers' discretionary spending by 2015
By Brittany Farb
Taking a chunk out of consumers’ wallets might require an upheaval of traditional mass-marketing campaigns. A recent report by analyst firm Gartner predicts that digital strategies like social and mobile marketing will influence at least 80 percent of consumers’ discretionary spending by 2015.
Analysts say digital marketing campaigns are “critical” in making up for increasingly ineffective mass-marketing strategies. Gartner’s operational definition of digital marketing includes “addressable branding/advertising, contextual marketing, social marketing, and transactional marketing” that “extends the marketing process through channels such as the Web, email, video, mobile and social applications, point-of-sale terminals, interactive television, digital signage, and kiosks.”