Rise in Marketing Budgets Tempered by Economic Headwinds
Ewan McIntyre of Gartner on how marketers can prepare for what's expected to be a bumpy ride for the next several months
Marketing budgets increased nicely in 2022, growing to nearly 10 percent of total company revenue, according to Gartner. But the upswing is muted by a downward economy. In an interview with ANA magazine, Ewan McIntyre, chief of research and VP analyst at Gartner, said marketers are already feeling the negative impact of severe inflation and must continue finding cost efficiencies and moving toward a digital-first strategy.
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