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Report: The next five years in Canadian marketing

The Canadian Marketing Association has released a report on the expected influence of the marketing industry in Canada over the next five years. The report was prepared by the Conference Board of Canada. According the the report, businesses spent $29 billion on marketing-related activities in Canada in 2011, compared to $21 billion in 2000. The report also estimates that marketing-related employment in Canada represents approximately 1.1 million jobs, or 6.3% of total employment in this country. The transition to digital marketing is expected to be the main source of job growth and spending in marketing over the next five years, the report said. According to the report, Canadian businesses will spend $17.3 billion on advertising in 2016, up from $14.4 billion in 2011. Twenty-six percent of this spending is expected to take place on Internet advertising, compared with 18% in 2011. "Marketing will play a critical role in business decision-making over the next five years as new digital tools and techniques come to market that will change the way we communicate with consumers and do business," said CMA president and CEO John Gustavson. "The effective use of these techniques will be key to managing brands and winning customers in this evolving environment."

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