Bob Garfield

Why marketing as we know it will end in 2016

Are those impact tremors? Here is the approaching earthquake that every marketer needs to prepare for.

"Desktopocalypse": By 2016, ad spend on desktop will be violently eclipsed by mobile.

2016 will be a big year for the marketing industry. This will be the year that U.S. digital ad spend, including display, video, email, lead gen, and search advertising, will shift wildly from desktop and laptops to smartphones and mobile devices. We call this dramatic shift in ad-dollar focus the "desktopocalypse," and it will mark the first time in the history of digital marketing where desktop computers and laptops will take a prioritized back seat to smartphones, tablets, phablets, and other mobile innovations. This shift represents a trend that is fast becoming fact -- marketer's first focus will and should be on mobile, with everything else taking a back seat. Remember how the industry kept asking itself, "Is this the year of mobile?" Well, it turns out that not only has every year been the year of mobile; it will soon become a mobile-centric world.

According to a report by eMarketer, ad spend in 2012 was $32 billion for desktop and only $4.3 billion for mobile. Right now, spend on desktop is still $32 billion with mobile receiving $17 billion worth of investment. By 2016, this relationship will be turned on its head, with mobile absorbing a whopping $37 billion in spend and desktop dropping to $29 billion. It's a monumental shift, which is indicative of the fact that mobile marketing is the

Geoff Ramsey, chairman and co-founder for eMarketer, speaks to iMedia about this massive shift in spend and why the "desktopocalypse" will have such a dramatic impact on the overall marketing community. From where budgets will be, to where job growth will occur, this coming change should have everyone on alert.

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Article written and video edited by senior media producer David Zaleski.

"Earthquake" image via Shutterstock.



Kenneth Hittel
Kenneth Hittel July 7, 2014 at 5:33 PM

I do have a response, but it's a little lengthy for a comment box. It is, however, available here: