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April Six Marketing Pulse 2024

Understanding today's marketing challenges and strategies—and defining what's next

What's this?

A core part of April Six’s planning process is to better understand the programs that are working for our clients and employees, the projects that are trending, the technologies that are evolving, and the work that is performing effectively. This year, rather than hold these truths for clients, we are putting them out to the world. It’s a quick pulse-check on the market to identify what’s top of mind for marketers combined with our guidance on key challenges, tactics, and trends.

Who we surveyed
W surveyed:
  • 100+ senior-level marketers and external agency leaders
  • Responsibilities included: campaigns, content, digital marketing, brand, paid media, and PR
  • Industries: cross-selection of industries with an emphasis on technology and mobility
  • Data collection: January-March 2023

35% of marketers believe creating high content (ideation and execution) to be a challenge

Top Challenges
“85% of tech marketers believe they can hit their goals for 2024.”
Janet Knight
Head of Client Development
Budget trends
“Time spent on site, pages consumed, return visitors, and shares will all be major considerations in 2024.”
Kirsti Damato
Senior Media & Analytics Director
Budget trends

Top Tactics

Content marketing 47.8% Social media marketing (paid & owned) 51.1% Email marketing 47.6% Content marketing 47.8% Social media marketing (paid & owned) 51.1% Email marketing 47.6%
Top tactics

Working With Agencies

of marketers plan to use agencies more in 2024 40.7% of marketers plan to use agencies more in 2024 40.7%
Working with agencies
“It’s like measuring whether a plane has successfully landed without understanding gravity.”
David Dent
Planning Director, Mobility
Looking ahead
“As marketers, we play a critical role in the future of mobility—but we can’t do it alone.”
Matt Lampey
Business Director, Mobility
Looking ahead
“Focus on what AI can support, rather than what it can replace.”
Ellie Dobson
Business Director, Science & Innovation
Looking ahead

Sections

Top
challenges

Top
tactics

Budget
trends

Working
with agencies

Looking
ahead