The Voice of the Marketer

Part of the Marketer's Toolkit 2024, this report dives deeper into the survey data, to explore broader marketer thinking on budgets, media channels, measurement and investment plans.
  • Marketers are positive about the business climate and marketing budgets, despite some concerns over the 2024 economic situation.
  • The ongoing shift towards digital media channels is set to continue, with two-thirds of marketers expecting to increase investment in online video, social media, podcast and mobile.
  • Sentiment around TikTok and YouTube remains buoyant, with 77% and 65% of marketers expecting investments in these platforms to increase in 2024.
  • Utilisation of marketing measurement tools continues to be inconsistent: one-fifth of marketers do not conduct any modelling and less than one-tenth use key measurement techniques in combination....

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