By Jennifer Gaier December 4, 2023
Photo Source: Unsplash,
Marketing decision makers say they will be investing more in creator marketing and connected TV in 2024, according to LTK’s Next Wave Marketing Study.
Creator marketing, connected TV, paid search, paid social and digital retail media are set to be high on the marketing investment agenda in 2024, according to LTK’s Next Wave Marketing Study of marketing decision makers.
The study, “The Next Wave of Creator Marketing 2024 Forecast,” ran in partnership with Northwestern University’s Retail Analytics Council canvassed 164 marketing decision makers from large and medium-sized organizations with $1bn+ in annual sales to identify where they are investing now and intend to invest in 2024.
The majority of marketing decision-makers believe creators are trusted more than ads or celebrities, ranking them top in growth of all investments, tied with connected TV for the most budget growth, followed by paid social, paid search, digital retail media and digital display.
The study also found that the types of marketers working in the creator field are changing, evolving from PR, shopper marketing, and affiliate, to social, marketing services, brand, and media marketers.
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