Medialink：2024年营销人员的预测（英文）-豆柴文库

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The
Marketer’s
Forecast
2024
Inthiseraofperpetualdisruption,wearelivingthrough
MichaelE.Kassananotherprofoundandradicalshift.AIknockedonour
CEO,MediaLinkdooryesterday,tookoutthemetaverseovernight,and
infiltratedeverything.Inflationskyrocketedtoitshighest
ratesincethe‘80sandisbarelycooling.Creatorsgave
risetoaneweconomy.Theclimatecrisisaccelerated
froma20-yearwarningtoanimminentconcern.
Cultureandcommercebecamecapital.Icouldgoon.
Thepaceandfuryofchangecouldprovokechaos,
butmarketingleadersseemtobetakingitinstride.
Aswe’vedoneforthelastfewyears,MediaLink
conductedTheMarketer’sForecast2024(TMF24)
—anexclusivepieceofresearchexploringtheforces
shakingupthemarketingworld,aswellasinternal
challengesandmacroeconomicfactorshindering
thebusinesscommunity.Wequeriedmorethan400
marketingleaders,extractinginsightsfrommany
influentialglobalCMOs.
Theheadwindsatplayin2023areamongthe
strongestwe’veseen,butthedatarevealsmarketing
leadersareararebreedofinnovators,problemsolvers,
andcreators.ThevoiceoftheCMOcanandshould
beaguidingforceforallleaderswhowanttonavigate
incessantchaos.
Pleasereadontolearnhow.

AllGood,
MEK


2ForewordTheMarketer’sForecast2024
01-OwningtheGrowthAgenda

AsthepressuremountsforCMOsto
Executiveconnectthedotsbetweentheirinvestments,
sales,revenue,andprofits,91%ofrespondents
sayCMOshaveameaningfulimpacton
Summaryfuturerevenuepipelines.Marketingleaders
demonstratehowreal-timeconsumerdata
andmarketinginsightsleadtoneeded
Thelandscapeischanging.organizationalchanges.
Butaremarketersready?
02-ESGasanInvestment
TheMarketer’sForecast2024(TMF24)finds
thatreadinessfrommarketersfora“new,AchievingESGtargetsdoesn’thappeninone
radicalfuture”hassunkfrom70%(2022)greatleap.Withonly18%ofrespondentsciting
and71%(2021)to44%thisyear.Andtheydiversity,equity,inclusion,andenvironmental
aren’talone;only42%ofCEOsareconfidentsustainabilityastoppriorities,momentum
—intheircompany’sprospectsfortheisstalling.Marketingleadersmustcontinue
followingyear.¹demonstratinghowtheseinvestmentspositiv