A new survey reveals that U.S. marketers are pulling back on social media spending, citing strategic misalignment, low returns, and competition from retail media.
A bi-annual poll of U.S. marketing leaders found that social media investments have declined to their lowest level in seven years. An analysis of poll data suggests that lack of strategy fit, weak returns, and new competition from retail media may help explain this dip.
Researchers leverage their findings to offer suggestions to marketers on how to overcome past strategy misalignment in order to continue to benefit from social media’s immediacy and pervasiveness, including through the use of Gen AI. \The recent adoption of new marketing technology (Martech) to automate processes and the use of AI to generate content have driven digitization further into business models
Social Media Marketing Strategies Digital Investment Retail Media Gen AI
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Why Marketers Are Spending Less on Social MediaA survey of nearly 300 marketing executives found social media investments at a seven-year low.
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Why Marketers Are Spending Less on Social MediaA survey of nearly 300 marketing executives found social media investments at a seven-year low.
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Why Marketers Are Spending Less on Social MediaA survey of nearly 300 marketing executives found social media investments at a seven-year low.
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Why Marketers Are Spending Less on Social MediaA survey of nearly 300 marketing executives found social media investments at a seven-year low.
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