Abstract:

Our ecosystem, comprising client, agency, and consumer is being impacted by the shift of marketing budgets towards digital expenditure, and away from traditional. Different consumer behaviour patterns and resultant media allocation influence the expertise and understanding needed for insight on new habits, communication modes, and marketing stimuli. Digitalisation is driving the trends in the "personalisation" of consumer markets, mass media fragmentation, and data breadth - which will continue to shape the industry - its core skills and business models pursued. New and innovative areas of expertise and adaptation are needed on both the agency and client sides and these will impact the working relationships between supplier, user, and the consumer on which ultimate value of research depends.