Planning Guide Report

Planning Guide 2024: B2C Marketing Executives

A Market In Limbo Requires Nimble Marketing

August 1st, 2023
With contributors:
Keith Johnston , Lexie Lawhon


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.