Trends for 2017: Zero-based budgeting, influencers 2.0 & TV

Zero-based budgeting becomes the new normal
Several trends have coalesced to make zero-based budgeting an imperative for marketing teams in 2017. The practice requires marketers to justify spending on all new activity, rather than having set budgets based on revenues or the previous year’s spend. This carefully costed approach reflects the economically uncertain and austere conditions under which many marketers now operate.
The latest IPA Bellwether report forecasts that ad spend in