A new report from Forrester Research indicates that consumer brands "will see a shift toward localized, automated and retention-based marketing" next year, according to Marketing Dive. Another trend predicted by Forrester is that the use of automation by marketers will be increased "to cut the time humans spend analyzing data to optimize marketing campaigns." Forrester expects that budgets for traditional corporate sponsorships will be reduced "because [marketers] won't be able to justify the price amid challenges with measurement." Forrester also expects Business-to-Consumer marketers to increase their spending on loyalty and retention marketing.
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