Learn About Omnichannel Strategies, Advertising Exports, and More in 5 Stats
A recent survey from Gartner reveals that 81% of marketing leaders have contingency plans to respond to disruptions, yet only 21% are actually using them amidst macroeconomic disruption. Those who enacted their contingency plans during economic disruption had exceeded year-over-year profit growth by 44%. Gartner Marketing Practice Senior Director Analyst, Greg Carlucci, emphasizes that having a plan is just the first step and following through during disruption is what truly matters.
Increasing budgets in response to disruption can also lead to increased profit, as respondents who increased spending relative to their contingency plan were almost twice as likely to achieve year-on-year profit growth. Despite macroeconomic disruption, M&A activity in the technology, digital, media, and marketing sectors fell by just 3% in Q1 2023 compared to the same period in 2022. The UK, along with the US, was the most active market for M&As during the quarter, and private equity companies accounted for almost half of all deals made.
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