B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets
Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of the recession, business-to-consumer (B2C) marketers say their budgets will see moderate growth in 2014. The bad: They need to stretch those budgets across a highly fragmented set of channels and needs. This report will review the expectations of marketing leaders for 2014 based on their budget priorities. You will soon be seeing the consequences of these ever-more-thinly stretched budgets: Marketing leaders will fail to fund innovation and will underinvest in less-sexy back-end support such as IT and analytics.