Do Marketers Feel Isolated from Industry Trends? Marketers report trends like social media affect ‘the industry,’ but not their own organizations

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


It’s no secret that the marketing world is changing. With digital channels reaching ever more consumers, more online ad and marketing formats being created to help reach them, and more measurability offered to marketers to justify the budgets they are devoting to new tactics, practitioners must stay abreast of a steady stream of new trends.

Research from branding firm Mechanica and Fast Company found that, while many marketing decision-makers see these trends affecting the broader industry, not so many think their own organizations are feeling the same impact. Most starkly, 70% agreed that the rise of social media mattered for the industry, but just 49% said it had influenced their own companies.

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