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.of spending was dedicated to digital marketing.
The recent adoption of new marketing technology to automate processes and the use of AI to generate content have driven digitization further into business models.is the T. Austin Finch, Sr. Professor of Business Administration, Fuqua School of Business, Duke University. She is founder and director ofis the Associate Research Dean and Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation Initiative.
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Why Marketers Are Spending Less on Social MediaA 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.
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