As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships.
Overall, marketers are relatively optimistic about 2025 with slight budget increases, enabling them to explore new and emerging channels or technologies. A majority (75%) indicated eagerness to harness AI and machine-learning solutions.
Yet the survey revealed a gap between attitudes and practices when it comes to data. Although most want more data-driven marketing and are concerned about data privacy, limited data application remains a challenge.
Only a few fully utilise online and offline first-party data, with a majority only somewhat using customer data for omnichannel efforts, indicating a need for better data strategies.
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