Thanks to the study, we can see which channels are being invested

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However, in order not to rely on a single study to support the thesis on the ongoing transformation, I will use the results of another study here, this time conducted by Kantar.

Kantar decided to ask several hundred marketing directors about their plans for changes in the budgets they will allocate to individual marketing channels. in more and which are being invested in less and less.

As can be seen in the chart below, the growth planned by directors can be observed mainly in the case of digital channels such as online video, social media, and podcasting, while declines are observed among oman telegram data traditional channels such as newspapers, TV, and radio.

spending on traditional vs digital channels - traditional marketing

Source: Kantar, 2024

The general transformation is therefore an undeniable fact, and marketers who notice it are increasingly willing to replicate the practice of moving away from traditional media in their companies.

As I promised, in this newsletter I will not focus on how this process takes place, but on why it takes place at all.