More than four in five marketers are shifting away from traditional marketing approaches in favor of performance marketing strategies and leveraging intelligence and data insights to inform decision making, according to a recently released survey from Madison Logic and The Harris Poll.
The survey of 300-plus marketing, advertising, communications, public relations, and social media decision-makers found that 73% of marketing decision makers believe the future of advertising in 2030 and beyond will be defined by artificial intelligence (AI)-driven creative processes and 66% predicting personalization at scale and immersive advertising will become more prevalent.
Furthermore, 85% of respondents said that their company is actively investing in AI and machine learning technologies to lead their transformation.
Turco’s Take
The results leads Madison Logic CEO Keith Turco to state that the advertising industry as we know it is being reimagined.
“Shifting buying behaviors demand smarter approaches that go beyond surface-level impressions to build lasting trust and brand connections,” said Turco. “Marketers who harness data to guide their strategies will be best positioned to drive meaningful performance in this new era.”
New Marketing Technologies
The impact of tightening marketing budgets coupled with intensifying competition has decision makers exploring new ways to maximize engagement, accelerate the sales cycle and positively impact ROI—90% of respondents answered that their company is expanding and adopting new ways to reach customers, including podcasts and audio.
Another 80% offered that their company is at the forefront of adopting new technologies such as virtual and augmented reality to enhance the consumer advertising experience.
Additionally, 96% are committed to continually adapting their advertising strategies to keep pace with rapidly changing digital platforms and consumer preferences. Respondents cited growing collaborations with influencers and micro-influencers (60%) that indicates a shift toward highly tailored, engaging, and multi-channel campaigns.
B2B Advertising Platform Expansion
Turco noted Madison Logic is expanding their platform to include emerging channels such as connected TV (CTV), and audio advertising as the 24/7 information age continues to change how, when and where content is consumed.
“Marketers are demanding creativity and flexibility in how they reach their buyers like never before,” said Turco. “It is our focus to anticipate and deliver what’s next.”
