2024-01-10-Medialink-2024年营销人员的预测_32页_726kb

The Marketer's Forecast 2024 Summary

Core Content

The Marketer's Forecast 2024 (TMF24) is a comprehensive research study conducted by MediaLink, examining the evolving landscape of marketing in 2024. It explores the challenges and opportunities faced by marketing leaders, focusing on growth, ESG (Environmental, Social, and Governance), partnerships, and the impact of AI.

Main Viewpoints

1. Owning the Growth Agenda

• Marketing leaders are increasingly expected to drive growth and connect marketing investments with revenue outcomes.
• 91% of respondents agree that CMOs have a meaningful impact on future revenue pipelines.
• Despite this, 74% are pessimistic about their business's growth prospects, with 31% very pessimistic.
• CMOs are seen as pivotal in organizational transformation, but 68% fear they may become corporate figureheads.
• Marketers are focusing on operational efficiency and product innovation to meet growth targets.

2. ESG as an Investment

• ESG (Environmental, Social, and Governance) remains a key focus, though 18% of marketers cite it as a top priority.
• DEI (Diversity, Equity, Inclusion) is more prominent, with 52% of marketers under 40 prioritizing it.
• Only 50% of marketers are measuring their media's impact on climate, indicating a need for more robust frameworks and industry standards.
• ESG success is tied to authenticity and alignment with business performance, as seen in the case of electric vehicle manufacturers.

3. The Promise of Partnership

• Partnerships are vital in the current marketing landscape, with 73% of marketers reporting close collaboration with partners.
• 36% foresee more flexible arrangements, and 30% plan to add specialist agencies.
• 34% anticipate better negotiation rates in the next 12 months.
• There is a tension between integration and specialization, as agencies and brands navigate changing channel dynamics.

4. A Technological Tipping Point

• 84% of marketing leaders have used AI in some capacity, and 52% see it as the top new space/technology to explore.
• AI is seen as a transformative force, potentially impacting society as much as the internet.
• 70% of marketers believe their company has the right technology stack, though many still need to develop a clear AI roadmap.
• 58% have considered or prepared for AI's legal and regulatory implications, even without formal standards.

5. The New Pioneers

• Marketers are exploring non-traditional channels and consumer interactions to drive growth.
• 70% consider expanding their brand beyond their sector of origin.
• 52% have worked with creators or influencers, and 61% believe it can drive the bottom line.
• 24% are exploring new channels like retail media, which is already outperforming CTV as an investment channel in North America and EMEA.

Key Insights

• Trust in Leadership: Despite lower readiness for the future, 80% of marketers trust their company’s leaders to guide them to a future destination.
• Intentional Optimism: Marketers are optimistic about their company’s future, with 76% of their team excited and 85% believing in team commitment.
• Adaptation and Innovation: Marketing leaders are rethinking their roles, integrating technology, and collaborating more closely with internal and external partners.
• AI and ESG as Strategic Imperatives: AI is a major concern and opportunity, while ESG is seen as a long-term investment that needs more alignment with business outcomes.

Why It Matters

• Marketing Leaders' Role: CMOs are now expected to be more than brand builders; they must be strategic thinkers, innovators, and responsible leaders.
• Collaboration and Flexibility: The partnership model is evolving, requiring more flexibility, transparency, and strategic alignment between agencies and brands.
• Future-Proofing Brands: Marketers are investing in long-term growth strategies, with 82% wanting to see more focus on long-term investments.
• Technology as a Driver: AI and data are becoming central to marketing strategies, with a need for clear roadmaps and regulatory foresight.

Conclusion

The Marketer's Forecast 2024 highlights the challenges and opportunities marketing leaders face in a rapidly changing world. It underscores the importance of strategic thinking, innovation, and collaboration in navigating this new era. With intentional optimism and a focus on growth, ESG, and technology, marketing leaders can drive meaningful change and future-proof their organizations.