Media takes center stage as growth catalyst in marketing strategies
By Felicia Nwosu
Findings from the latest CMO Navigator Report, based on insights from over 1,900 senior marketers across 13 countries, reveal that 88% now view media as a critical factor in achieving their objectives. Commissioned by Dentsu, the research highlights how brands are adapting to an era shaped by algorithm-driven tools and advanced consumer engagement strategies.
According to Decision Marketing, the findings unveiled that marketing professionals are urging media agencies to evolve from traditional roles into strategic partners, capable of driving business expansion, noting that this shift emphasizes a move beyond performance metrics toward adopting innovative strategies that reflect the dynamic digital environment.
The report outlines the progression of advertising through three significant phases: the broadcast era dominated by television spots, the precision era enabled by ad technology, and today’s transformative phase where data-driven tools enhance demand generation while addressing challenges such as fragmented visibility and performance measurement.
It affirmed that marketers are preparing for 2025 with a focus on addressing emerging complexities. For 39%, understanding the practical applications of artificial intelligence is a key priority. At the same time, 29% expressed concerns about stricter data privacy rules and the need to align media strategies with sustainability objectives.
It also averred that lack of transparency from platforms like Amazon and X, along with integrating emerging technologies, was highlighted by 28% of respondents.
Noting that despite these hurdles, marketers are channeling resources into growth opportunities, including short-form video content, social commerce, original productions, influencer collaborations, and retail media networks. It added that over one-third anticipate that artificial intelligence will play a pivotal role in transforming media strategies, planning processes, and fostering partnerships.
While optimism remains strong for future investments, marketing professionals recognize the importance of balancing these opportunities with the challenges of a rapidly changing landscape. By addressing these issues, they aim to position media as a cornerstone for driving measurable and sustainable growth.
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