These are the top priorities of Swiss marketers

Content marketing is at the top of the priority list for many marketersPublicitas has conducted its first annual international survey to assess industry priorities. This included advertisers', agencies' and publishers' expectations for the future and what they think the next big technology leaps will be, and the survey found some differences between advertisers' and publishers' expectations. In general, executives from all areas of the industry identified content marketing as the number one focus.

Swiss marketers identify content marketing as the most important trend in 2016.For 45% of respondents, content marketing is one of the five most important trends in 2016, followed by personalized advertising in second place with 43%. Ad blocking and content quality were also rated as very important by 42%, and a comparison of the spending of publishers, agencies and advertisers worldwide reveals the following priority lists:

Content marketing is a top priority for all interest groups."The survey shows differences and clear gaps in the way publishers and advertisers prioritize their business," says Mike Jeanes, Global Head of Insight at Publicitas International. "The results clearly show that content is at the top of the agenda for client-side marketers as they become more involved in the production and delivery of their own content."Which technologies are most relevant?In terms of technology, 60 percent of Swiss marketers rate mobile commerce (m-commerce) as an important area. Mobile devices and security and data protection follow in second place (56%).

Mobile commerce is a relevant sub-sector for many marketers in Switzerland.If you look a little further afield, you can see that priorities are set slightly differently abroad. In general, however, the topic of mobile is classified as very relevant.

Priorities around the world differ depending on the region.Nearly all 672 respondents agreed that developments in mobile and immersive technologies, and in particular the power of mobile devices, will most likely impact their business over the next 12 months. More than 80 percent of advertisers and executives expect to increase mobile spending in the next 12 months.Andi Hess, Head Digital at Publicitas: "Consumers are adopting new technologies faster than ever before and these trends will be implemented quickly if the application and monetization models are in place to establish them. It will be interesting to run this survey again in another year to compare priorities and industry issues to see if we are better able to align businesses to meet consumer expectations and needs by utilizing engaging content and the latest technologies."