Key trends defining media investment and effectiveness in 2023

Patrick Mazzotta

In tougher economic times, marketers are yet again under pressure to get the most bang for their marketing buck and media budgets will be viewed through a critical lens of effectiveness.

It’s been a demanding couple of years for marketers. This year alone has seen some big ups and downs accompanied by a big chunk of uncertainty. We don’t have to be psychic to see that 2023 will be heading straight into a recession – the likes of which we haven’t seen for a long time. All to say marketers are yet again under pressure to get the most bang for their marketing buck and budgets will be viewed through a critical lens of effectiveness.

1. Data and Analytics

Data and analytics will be the lingua franca of successful...

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