The marketer of the 90s is worlds away from where the marketer of today is.

While everyone is quick to blame social media and the necessity for immediacy now, a new white paper by Sitecore points to a number of other factors besides social media which have seen marketing flip itself on its head.

In light of the global financial crisis that hit Australia in 2010, marketers were forced to tighten their belts as budgets were stripped. Actually showing you were getting results and money through the door was critical and the fluffy marketer was replaced by a tech-head who knows all the numbers biz.

Along with the budgets, marketing teams shrunk in size until the one lone marketer often remained. And outsourcing became a crucial element to marketing.

The white paper states: “Marketers have taken a notably strategic approach to outsourcing, with the most popular outsourced activities including creative tasks such as writing, design, content distribution, and editing with strategic data/analytical tasks being more likely to remain in-house.”

On top of the white paper, Sitecore has investigated a number of key trends happening in the industry at the moment.

While the online environment has changed the landscape dramatically, offline marketing efforts still outstrip the online ones.

However, while it may still be more than online, offline is slowly declining. TV spend being hit the hardest.

The top five growth categories are all online channels too.

Check out more of the trends that are happening right now by downloading the report.