A survey of domestic and international media and marketing executives (about half of whom are in the services/marketing or media technology business) has found that a plurality 25% see mobile as the most disruptive force in their industry. Mobile outpaced other hot trends such as social media (13%), digital (12%), free information/free content (6%), and big data (4%),according to [pdf] the AdMedia Partners study.
The results could be skewed by the composition of the respondent sample, of course. For example, of the 7,400 respondents in advertising, marketing services, digital marketing, marketing technology, media technology, media or digital media, only 16% identified themselves as being in the content business.
Still, to some extent, the results mirror what marketers responding to a separate survey have said. January survey results from Econsultancy and Adobe found digital marketers tabbing mobile optimization as the year’s most exciting digital opportunity, even as they pointed to content marketing as their top priority.