【Medialink】2024年营销人员的预测_32页_679kb

The Marketer's Forecast 2024 Summary

Core Content

The Marketer's Forecast 2024 (TMF24) is a comprehensive analysis of the current and future state of the marketing industry, focusing on the challenges and opportunities faced by marketing leaders. The report highlights the shifting landscape driven by technological advancements, economic pressures, and evolving consumer behaviors. It is authored by Michael E. Kassan, CEO of MediaLink, and includes insights from over 400 marketing leaders globally.

Main Points

1. Owning the Growth Agenda

• CMOs are under pressure to connect their investments with sales, revenue, and profits.
• 91% of marketing leaders believe CMOs have a meaningful impact on future revenue pipelines.
• 70% of marketers are pessimistic about their business's growth prospects, with 31% very pessimistic.
• Operational efficiency and product innovation are seen as key growth areas.
• CMOs are rethinking their roles, often taking on broader responsibilities such as enterprise-level transformation.
• Despite this, 68% of marketers feel CMOs are at risk of becoming corporate figureheads.

2. ESG as an Investment

• ESG (Environmental, Social, and Governance) is a critical but evolving priority for marketers.
• Only 18% of respondents cited ESG as a top priority, though many see it as a means to achieve growth.
• Diversity, Equity, and Inclusion (DEI) is more prominent than environmental sustainability.
• 52% of marketers are concerned about their company compromising core values for short-term wins.
• Marketers under 40 are more likely to prioritize DEI, and environmental sustainability has increased from 7.6% in 2021 to 18% in 2023.
• Only 50% of marketers measure their media's impact on climate, indicating a need for better infrastructure and standards.

3. The Promise of Partnership

• 73% of marketers say their team works closely with partners.
• 36% foresee creating more flexible arrangements with partners.
• 30% want to add specialist agencies into their ecosystem.
• 34% anticipate negotiating better rates in the next 12 months.
• Partnerships are essential for navigating a complex and evolving market, and trust between partners is high.
• Internal relationships are also critical, with a discrepancy in how brand and agency leaders view employee well-being.

4. A Technological Tipping Point

• 84% of marketing leaders have used AI in some capacity, from strategy to personalized campaigns.
• AI is seen as a transformative force, potentially on par with the internet in its impact.
• 52% of marketers cited AI as the top new space/technology to explore.
• 66% and 52% respectively cited budget and resources as the biggest roadblocks to AI experimentation.
• 58% of marketers have considered or prepared for the regulatory impact of AI.
• Marketers are being pushed to think strategically about AI, balancing tactical and strategic approaches for success.

5. The New Pioneers

• 70% of marketers want to expand their brand beyond their sector of origin.
• 52% have worked with celebrity talent or creators, and 61% believe it can drive the bottom line.
• 24% are interested in retail media as a new channel.
• Social media is expected to be the most invested channel in 2025.
• Retail media is growing faster than CTV in North America and EMEA.

Key Insights

• Marketing leaders are innovators and problem solvers despite the challenges of the current environment.
• Real-time consumer data is crucial for driving organizational change.
• Trust in leadership is high, with 80% of marketers believing their company's leaders can guide them to the future.
• ESG is becoming more integrated into business strategy, though progress is uneven.
• Partnerships are evolving to be more flexible and specialized, reflecting the complexity of modern marketing.
• AI is at the forefront of marketing innovation, but regulatory and implementation challenges remain.
• Creators and influencers are playing an increasingly important role in marketing, with a growing creator economy.
• Long-term strategic thinking is key to future-proofing brands and driving sustainable growth.

Why It Matters

• Marketing leaders must demonstrate how ESG investments positively impact business outcomes.
• Partnerships need to be reimagined to align with the changing needs of the market and the evolving CMO role.
• AI adoption is accelerating, but marketers need a clear roadmap and strategic integration to maximize its potential.
• Non-traditional consumer interactions and new channels like retail media are becoming essential for growth.
• Intentional optimism is crucial for driving innovation and harnessing the power of emerging technologies and partnerships.

Methodology

• The study was conducted by UTA IQ using Qualtrics.
• Proprietary contacts and CINT panels were used between July and August 2023.
• Over 400 surveys were collected from senior and executive marketing leaders in North America, Europe, and Asia.
• Statistical significance is based on a 95% confidence level.

Conclusion

The Marketer's Forecast 2024 underscores the complex and dynamic environment in which marketing leaders operate. It calls for strategic thinking, collaborative partnerships, and innovative use of technology to navigate the challenges and seize the opportunities of the new marketing era.