target audience: TECH BUYER  Publication date: Dec 2023 - Document type: IDC Perspective - Doc  Document number: # US51464723

Marketing Investment Planner for 2024: Executive Summary

By:  Laurie Buczek Loading


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Table of Contents

  • Executive Snapshot

    • Figure: Executive Snapshot: Marketing Investment Planner for 2024 — Executive Summary

  • Situation Overview

    • Key Findings

    • Figure: Snapshot of Year-Over-Year Company Revenue Growth Compared with Marketing Investment Change, 2008–2024

    • Staffing and Program Investment Ratios Return to “Normal” Levels

    • Figure: Highlights of Significant Program Investment Changes

    • 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