Even as ad spending trends in a positive direction and setbacks spurred by the pandemic recede into the rearview, marketers will face several challenges in 2024 while being buoyed by a raft of opportunities to engage with beleaguered consumers.
Brands seeking to make emotional appeals after focusing on performance marketing for years will have to navigate an increasingly fraught sociopolitical landscape that is likely to intensify as the 2024 presidential election gets closer.
