Many marketers ended 2023 hopeful that budgets were bouncing back. But now, as 2024 begins, she warns against being swept into optimism when so little is still being spent on brand.
Recent Deloitte survey data revealed an increased optimism among marketers as they neared the end of 2023. B2B marketers, it seemed, had plenty of reason to be so optimistic: budgets were back on the rise, with brand awareness activities receiving 30%, compared with 36% spent on lead generation.
Digging into those numbers, however, paints a different picture. While 30% appears dedicated to brand awareness, 20% Read full story ›
Source: The Drum
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