The table provided indicates the
growth in advert expenditure within
the UK. The table shows a signifi-
cant growth within internet spend
of 13.4% of which mobile spend is
45.4%. This shows a trend growing
within mobile digital marketing and
internet marketing. However, the
table also shows a forecast of both
dropped in 2017 and 2018. This could
be due to the digital trend slowing
down. Other notable growth with-
in the digital sector is digital radio,
growing by 35% but also predicted to
drop in 2017.
Although the table predicts a slow-
down in digital marketing. Compared
to the physical marketing sector ad-
vert expenditure via digital platforms
will continue to grow. This indicates
that digital marketing is a key sector
in the future of marketing. When look-
ing at millennials technology is an
important part of their lifestyle. With
“a record 91% of UK Millennials own a
smartphone.” (Muir, 2015). It is vital for
the marketing and advertising indus-
try to continue implementing digital
marketing as 91% of millennials have
access to this through their smart-
phone.
Fig 25