New media is a growing challenge to ad agencies

CIMThe latest Marketing Trends Survey from The Chartered Institute of Marketing (CIM) shows advertising’s dominance is being challenged by other media as technology drives change in the sector.

The Marketing Trends Survey reveals that most marketers say advances in technology are accelerating the pace of change. Of those questioned, 90% think marketing is a “dynamic and constantly evolving profession” and 86% say marketing has unquestionably changed over the past three decades.

Technology was seen as the main reason for this transformation (97%); change in consumer attitudes was listed by 63% as a key driver; 45% cited global competition; and 36% named the development of customer relationship management.

The survey also shows that advertising will account for just under 15% of marketing spend on average. While it still accounts for the largest share of marketing budget, lead generation and customer relationship management (both 12%) are not far behind. Direct mail accounts for 11%, field marketing 11% and internal marcoms 7%.

Marketers plan to increase spending on online marketing by an average of 3.6%, while the average spent on advertising will fall by 0.2%. This is a smaller reduction than predicted in spring last year, when budgets were cut by 1.5% (MW April 13, 2006).
Trends Insight, page 28

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here