As a result, he predicted, cmos would divert testing and learning budgets to performance media channels focused on improving the brand experience. Meanwhile, martech costs were expect to increase and occupy more budgets.
According to forrester’s b2c marketing outlook report. Marketers will spend up to 20% more on ‘martech’ in 2023 which is a direct result of rising costs and intensifying competition across the marketing technology sector.
Marktech Vendors Will Compete To Differentiate Themselves By Focusing On Specialized
Functions such as customer data Trinidad and Tobago Email List platforms (cdps) and mobile-only solutions, or specific industries such as hospitality or healthcare,” he said. Are subdivided into this will make it easier for marketers to tailor solutions based on skill gaps,” forrester said.
But there is a price. For example, higher license costs, a fragmented vendor ecosystem, and the need for more integration equate to more martech spending,” forrester said.
Additionally Forrester Noted That Political Volatility
As well as economic volatility, can lead marketers to downplay brand value in the name of playing it safe. “anti-woke” movement in the us (editor’s note: against “woke” capitalism, which means that corporations must stand up for political correctness, not pretend to be nice, but stick to their interests) and the eu around political advertising crackdowns can unintentionally affect marketing communications. As a result, most mainstream brands will retreat from public political stances.”
Forrester’s b2c marketing forecasting CH Leads report authors mike prukes and emily collins“I don’t think brands will give up on acting on their values, but I expect it to be subtle. “indeed, procter & gamble already has ‘force for good. Force for growth’ to ‘force for growth. We changed the marketing purpose to ‘force for good’.
Forrester predicted that brands would take a step back from the metaverse. If you plan to push the metaverse forward, you’ll ne to move away from brand experiments (for example) and superficial “It’s done” headlines to one that delivers employee and consumer benefits, forrester said.
