The Marketer’s Forecast 2024 2The Marketer’s Forecast 2024ForewordIn this era of perpetual disruption, we are living through another profound and radical shift. AI knocked on our door yesterday, took out the metaverse overnight, and infiltrated everything. Inflation skyrocketed to its highest rate since the ‘80s and is barely cooling. Creators gave rise to a new economy. The climate crisis accelerated from a 20-year warning to an imminent concern. Culture and commerce became capital. I could go on. The pace and fury of change could provoke chaos, but marketing leaders seem to be taking it in stride. As we’ve done for the last few years, MediaLink conducted The Marketer’s Forecast 2024 (TMF24) — an exclusive piece of research exploring the forces shaking up the marketing world, as well as internal challenges and macroeconomic factors hindering the business community. We queried more than 400 marketing leaders, extracting insights from many influential global CMOs. The headwinds at play in 2023 are among the strongest we’ve seen, but the data reveals marketing leaders are a rare breed of innovators, problem solvers, and creators. The voice of the CMO can and should be a guiding force for all leaders who want to navigate incessant chaos. Please read on to learn how.All Good,MEKMichael E. Kassan CEO, MediaLink3The Marketer’s Forecast 2024Executive SummaryThe landscape is changing. But are marketers ready?The Marketer’s Forecast 2024 (TMF24) finds that readiness from marketers for a “new, radical future” has sunk from 70% (2022) and 71% (2021) to 44% this year. And they aren’t alone; only 42% of CEOs are confident — in their company’s prospects for the following year.¹While marketing leaders can see rocky roads lie ahead, they have faith that their leadership can steer them through it. Nearly 80% of respondents trust their company’s leaders to get the business to its future destination — rising from 65% in 2022 and 71% in 2021. The winds of change are blowing. TMF24 reveals how marketing leaders can set their sails, catch the wind, and spark transformational growth. 1. PwC Global CEO Survey, January 2023Executive Summary 01 - Owning the Growth Agenda As the pressure mounts for CMOs to connect the dots between their investments, sales, revenue, and profits, 91% of respondents say CMOs have a meaningful impact on future revenue pipelines. Marketing leaders demonstrate how real-time consumer data and marketing insights lead to needed organizational changes.02 - ESG as an Investment Achieving ESG targets doesn’t happen in one great leap. With only 18% of respondents citing diversity, equity, inclusion, and environmental sustainability as top priorities, momentum is stalling. Marketing leaders must continue demonstrating how these investments positively impact business outcomes.03 - The Promise of Partnership Partnerships betwe...
