Shifts in digital marketing

The pandemic has forced most companies, big and small, to pivot their businesses to digital by changing business models to cater to ecommerce and/or spending more in digital marketing. In fact, global digital advertising is the only form of media that saw growth in 2020 (3.2 percent year-on-year) according to a report from Dentsu. The Asia-Pacific region’s share grew to 55.7 percent for digital ad spending, higher than the global average of 48 percent and was the largest in terms of percentage across regions globally.

This year, digital media will account for 50 percent of global ad spend, expected to grow by 10.1 percent, further to the report. Social media is projected to see the fastest growth at 18.3 percent this year of all the digital channels analyzed, followed by paid search at 11 percent and online video at 10.8 percent. Consequently, marketers are expected to increase their investment in YouTube, Google, Instagram and TikTok this year, based on research of marketing intelligence firm, WARC.