Trends Report

2024 B2C Marketing Challenges And Priorities

Spoiler Alert: Four Of The Five Top Challenges Are Data-Related

May 31st, 2024
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
With contributors:
Mike Proulx , Emily Collins , Victoria Manes , Demi Starks

Summary

To improve their brand perception and ROI, B2C marketing decision-makers plan to focus more on customer experience and engage with customers across the lifecycle. At the same time, privacy legislation and technology changes make high-quality consumer data increasingly difficult to access. As a result, B2C marketers struggle to adapt their data strategies for deeper customer understanding and to develop AI capabilities to personalize experiences. We summarize the key B2C marketing priorities and challenges in 2024 and share best practices to stay focused in the months to come.

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