Despite very real concerns about the economy, the majority of marketers (61%) are optimistic and expect business to be better next year than the current year, according to The Voice of the Marketer 2024, a new report by WARC released recently.
With global marketing investment set to increase 8.2% in 2024 to top $1trn for the first time, per WARC Media, the report illustrates the ongoing investment trend towards digital channels. However, when exploring measurement techniques for marketing investment, more than a fifth (22%) of marketers employ no form of modelling in their evaluation processes.
