Marketing Investment Planner for 2024: Executive Summary
This IDC Perspective offers CMOs, their management teams, and their C-suite colleagues a window into the results of IDC’s 2023 Tech Marketing Benchmark Survey. A 55-page extended document with details on this survey (now in its 21st year) titled the 2024 Marketing Investment Planner, is available for purchase. Interested clients can contact their IDC account manager. IDC’s Tech Marketing Benchmark Survey provides evidence-based quantitative insight for marketing planning, performance, and productivity management and transformation into the next era marketing powerhouse.“We are moving into the next era of digital business. Marketing’s playbook is quickly changing to enable precision marketing, shifting to automate and dynamically deliver the content and engagement buyers expect,” says Laurie Buczek, research vice president, CMO Advisory Practice at IDC. “Maintaining a prioritized investment in marketing is critical to support a firm’s business growth objectives.”
Please Note: Extended description available upon request.
- Executive Snapshot
- Situation Overview
- Key Findings
- Staffing and Program Investment Ratios Return to “Normal” Levels
- Marketing Program’s Focus Is on Digital Experience and Emerging Technology
- In-Person Event Marketing Is Back, But Virtual Remains a Vital Part of the Mix
- Evolving Content Marketing Is Table Stakes for Marketing Success
- Additional Marketing Investment and Organizational Data Available
- Advice for the Technology Buyer
- Learn More
- Related Research
- Synopsis
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