Marketers are ready to use machine learning to meet the growing demand for personalized content.
But they are worried about macroeconomic issues and attribution, according to Outlook for Advertising, Marketing and Data 2024: A Market in Transformation, a study by Bruce Biegel, senior managing partner for Winterberry Group.
Last year’s forecasts have not all held true. First, Biegel lists “What we got right:”
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Here’s what they got wrong:
Most of us could live with those “errors.”
In general, the respondents are concerned with:
Drilling down, they are concerned with these challenges to measurement and attribution:
"This year, Biegel is forecasting $366.8 billion in total online marketing spend, reflecting a 14.6% growth rate, and $203.1 billion in offline marketing investment, with 4.1% growth."
In addition, 51% of consumers are aware of the latest trends in generative artificial intelligence (AI) space and have also explored such tools as ChatGTP and DALL-E.
Finally, brands plan to invest in 13.9% more in first-party, data-cloud architecture to speed up data layer, use case adoption. That includes $15.2 billion for data infrastructure, $11.5 billion in data services and $9.4 billion for data.
The data-driven technology ecosystem has three layers: the data layer, the intelligence layer and the activation layer.
The latter includes applications and platforms to communicate across outbound (social, email, display/CTV, direct mail) and inbound (website, app, or customer service) channels.
Activation platforms may be point solutions or integrated stacks.