Most marketers expect business will be better in 2024 compared with 2023, according to recent research from WARC.
The Voice of the Marketer 2024 report was based on WARC's annual survey of more than 1,400 marketers worldwide.
Some 61% of marketers surveyed expect that business will improve in 2024, up from 51% who said the same in last year's survey.
Some 41% of marketers believe that their marketing budgets will increase in 2024.
The top channels marketers expect to increase spend on next year are YouTube and TikTok. The top channel marketers expect to decrease spend on in 2024 is X/Twitter.
Some 39% of marketers say measurement is one of their top concerns for 2024.
More than half (54%) of marketers say brand metrics (e.g., awareness, consideration, purchase intent) are among the measures of effectiveness that have the greatest impact on their marketing strategy.
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