Managers often have to make decisions between different advertising and marketing strategies proposed by their staff. According to a new forecast from Zenith, part of advertising holding Publicis Groupe, a growing portion of digital advertising is being funneled through display or search advertising that appears on retailers' e-commerce platforms. This study monitors the advertising revenues of net media owners based on bottom-up analysis of financial reports and data from commercial media organizations; other advertising market studies rely on tracking ad placements or consolidating agency turnover. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. Advertising, promotions and marketing managers should be able to analyze industry trends to determine the most effective strategies for their organization.
A bachelor's degree is usually required for most advertising, promotion, and marketing management positions. In larger organizations with large advertising departments, different advertising managers can oversee internal accounts and creative and media services departments. This table shows a list of occupations with tasks similar to those of advertising, promotions, and marketing managers. According to Zenith's forecast, between 80% and 90% of digital advertising outside of China will go to Google's parent company, Alphabet Inc. Additionally, global social media advertising is predicted to exceed television ad spend next year.
The study also tracks the impact of COVID-19 on the overall online advertising market and its performance. The impact is considered “moderate” or “low” for other sectors, and non-existent for some (finance, insurance, entertainment).Many of these workers work in advertising agencies or in corporate or regional administrative offices. Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and e-commerce are available. The global economy has recovered in line with expectations (GDP +5.9% compared to +6.4% forecast in April) and, in most markets, so have marketing activity and advertising spending.
Promotion managers run programs that combine advertising with purchase incentives to increase sales.
