Two thirds of marketers plan to prioritise full-funnel media planning in 2023
More than eight in ten (85%) are adjusting marketing strategies to prepare for a recession. Amidst mounting pressure to improve ROI, marketers are focusing on reducing unnecessary spend (71%), consolidating marketing efforts (68%), and bringing tech/services back in-house (67%).
This is according to a study of 260 global marketing decision makers by the DAC Group.
Mike Fantis, managing partner at DAC Group London, said: “Brands recognise they need to tighten their...