Post by Andrea Stecconi, CEO of Execution –
Italy invests little in marketing and communication. According to the study by Centro Studi UNA | UNA Media Hub 2023, the investment amounts to only 8.9 billion eurosequal to 0.47% of Italian GDP.
Despite this, 95.6%[1] of Italians watch TV, with the 56.1% use it via the Internet and 33.6% via mobile devices such as iPads and smartphones. Among those under 30, these percentages increase significantly: 67% use TV via the Internet and 55% via smartphone and tablet. Furthermore, 78.9% of Italians listen to the radio, with a greater prevalence among young people for listening via mobile (24.1%).
But it doesn’t end here. Almost 43 million Italians, or 73% of the population, are active on social media, 47.1% shop online weekly and 25.1% use social media to discover new brands, products and services[2]; Furthermore, 58.1% get their information via online news sites[3].
While search engines, TV advertising and word of mouth remain the main channels of corporate awareness, digital and social media are taking on an increasingly central role. In 2023, Internet advertising in Italy recorded a 7% growth, reaching 4.8 billion euros, an increase of 8% compared to 2022[4].
The number of marketing agencies has also grown significantly, according to 2023 data from the Chambers of Commerce. The agencies themselves are over 18 thousand, but including other categories such as web marketing and media companies, the number exceeds 39 thousand companies. Overall, between companies and professionals, the resources involved in the sector could reach 150-200 thousand units.
Despite the potential, Italy invests less than half the average of advanced countries in communication and marketing, not fully exploiting the opportunities. According to a recent OFCOM report (2023), the United Kingdom invests over 40 billion euros in the media sector; while if we take into consideration only the digital advertising sector, according to the AdEx Benchmark 2023 data, Italy is positioned behind the UK, Germany, France and Spain in terms of investment value, with the United Kingdom spending more than 34 billion euro, Germany 13.4, France 9.5 and Spain 5.2. Italy is at 4.8 billion euros. This dynamic scenario full of possibilities requires Italian companies to constantly reinvent themselves and adopt new trends to keep up with the evolution of the public and technology.
Problem: poor digital culture in company management
One of the main obstacles is the lack of marketing culture, especially among business managers. And it is the managers themselves who confirm it: according to research[5] conducted by t.bd, the poor digital culture in company management is the main inhibitor for 48.5% of marketing managers. This is followed by the problem of costs (31.7%), considered too high compared to performance, and the difficulties encountered in using the Internet for branding (29.7%).
The data[6] they speak clearly: In 2023, 60.7% of small and medium-sized enterprises (SMEs) adopted only 4 digital activities out of the 12 used to compose the Digital Intensity Index (57.7% in the EU27). Furthermore, 55.1% of companies that have considered using AI technologies have not adopted them due to a lack of skills.
Marketing and communication, Italy at a crucial crossroads
In this complex and heterogeneous framework, Italian companies also face the challenge of standing out and remaining competitive in a saturated market. To attract the public’s attention, focusing on personalized and innovative advertising messages is now essential. Furthermore, the dynamism of the sector requires a continuous adaptationwith a solid marketing culture, effective communication practices it’s a efficient business management at the heart of agency development. In this regard, professional training and in-depth dialogue between agencies and clients are essential for the success of the strategies marketing, helping to strengthen the position of Italy in the global panorama of creative and digital industries.
In conclusion, Italy finds itself at a crucial crossroads in the marketing and communications landscape. Despite the clear potential of the market and the increase in sector agencies, the country still invests little compared to international standards. Key barriers, such as the lack of digital management culture and perceived costs, continue to hold back the development of digital marketing. However, the data clearly shows that the Italian public is increasingly connected and inclined to interact online, indicating a huge opportunity for companies that are able to adapt and innovate.
Italian companies must therefore embrace a more modern and dynamic vision of marketing, investing in training and development of digital skills. Only in this way will it be possible to fully exploit the potential offered by the market, improve company performance and compete effectively on a global scale. The key to success lies in the ability to continually reinvent oneself, adopting new technologies and strategies to keep pace with a constantly evolving audience.
NOTE
[1] “Digital 2024 – Italian Data – We are Social
[2] “Digital 2024 – Italian Data – We are Social
[3] 19th Censis Report on Communication
[4] IAB Italy
[5] “Trends and opportunities in digital communication: the words of marketing managers and Yoursight data” – t.bd think.by diennea
[6] BUSINESS AND ICT – YEAR 2023
