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The news: 61% of marketers are optimistic that business will improve in 2024 despite economic concerns, according to new WARC research.
Key findings: Recession concerns are prominent, with 64% of marketers viewing it as the biggest threat to 2024 strategies, while 41% cite inflation and the cost-of-living crisis as major challenges.
Measurement and strategy insights: Measurement remains a key challenge, with 39% of marketers globally and 48% in North America ranking it as a top concern for 2024. Only 4% use all available marketing measurement methods, and 22% do not use any modeling.
Our take: In 2024, despite economic uncertainty, the marketing sector has a surprisingly upbeat outlook and is set to increase its ad spending.
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Marketers embrace optimism despite economic concerns for 2024 – eMarketer
