Planning Guide Report

Planning Guide 2023: B2C Marketing Executives

Dial Up Marketing Discipline To Deal With Uncertainty

August 23rd, 2022
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Tina Moffett, null
Tina Moffett
With contributors:
Emily Collins , Kelsey Chickering , Rusty Warner , Stephanie Liu , Jessica Liu , Nikhil Lai , Jay Pattisall , Melissa Bongarzone , Cole Walsh , Benjamin Nagle

Summary

Unpredictable economic conditions, geopolitics, and supply chain instability compound marketing-specific concerns like data deprecation, and the constant allure of emerging digital channels raises the stakes for CMOs’ growth agenda. While some companies are responding to the market turbulence by cutting advertising, lessons learned from previous periods of uncertainty show this to be a reactionary approach that’s counter to our recommendation. Companies that continue marketing in a downturn recover faster than the competition and grow. This report provides B2C marketers with data-driven guidance on where to increase, decrease, or defend their budgets for 2023.

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