Key stat: 36% of marketers worldwide will increase investment in brand marketing this year, a 13 percentage point increase over 2022, according to a December 2023 report from WARC.

Beyond the chart:

• The same study found that 40% of marketers worldwide will increase their performance marketing investments this year—down from 46% last year, but only slightly below 2022’s 41%.
• The growing use of AI to streamline content creation may fuel investments in brand marketing. Three in 4 US brand marketers say generative AI will help them achieve their customer experience goals because it will enable them to create personalized content, per a March 2023 Sitecore survey.
• Brand marketing growth may also be the result of a renewed focus on loyalty, as 54% of retailers plan to strengthen their loyalty programs this year, according to Deloitte.

Use this chart:

• Assess marketing budgets and tactics.

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Note: Respondents were asked, "Do you expect the balance of your/your typical client's investment in brand vs. performance to change over the next year?"

Methodology: Data is from the December 2023 WARC report titled "The Voice of the Marketer 2024." Over 1,400 marketers worldwide were surveyed during September-October 2023.