Planning Guide 2023: B2C Marketing Executives

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.