Marketing is changing at an ‘unprecedented rate’, with more than a third of senior marketing executives expecting digital to account for 75 per cent of their budgets within the next five years, according to a study.

The Accenture report, based on a survey of more than 580 senior marketers globally, found that 78 per cent believe marketing will “undergo fundamental changes” over the next five years, with analytics, digital and mobile highlighted as the key drivers of this change.

More than a -third (37 per cent) of marketers believe digital will account for 75 per cent of their marketing budgets by 2019, while 35 per cent of those questioned think mobile will account for more than 50 per cent.

 

 

 

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