Summary
B2C marketing executives are used to economic turbulence and market shifts impacting their marketing plans and budgets. In 2024, generative AI and the election year in the US will add new challenges and opportunities to marketing planning cycles. Nevertheless, according to Forrester’s Budget Planning Survey, 2023, business decision-makers who are B2C marketers remain optimistic about their marketing resources: Over three-quarters plan to increase their overall marketing investment in the next 12 months. This report provides B2C marketers with data-driven guidance on where to increase, decrease, or defend their budgets for 2024.
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