Forget those rumors of stack consolidation: Ascend2 reports that 63% of marketing decision-makers plan to spend more than 20% of their 2025 budget on martech, more than double the share in 2024. Over 50% rate social media as the top area for investment in 2025, with CRM running next at 43%. Sadly, CDPs rank last at 20%.
Google goes head-to-head with SearchGPT, planning to add an AI Mode tab to existing search tabs like All, News and Images. AI Mode will send users to a Gemini-like interface where they can interact and ask follow-up questions. Some reports suggest voice interaction may also be available, but Google’s not talking.
Let’s end the year on a positive note: 75% of marketing executives told 10Fold they’re optimistic about having bigger budgets in 2025. Over 450 marketing executives in (primarily B2B) technology organizations revealed that they prioritized spending in digital channels including websites, digital advertising, social influencers, webinars and virtual events. Print advertising (remember that?) was bottom of the priority list.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.