Marketers urged to go niche

▤ Summary

Marketers are being pushed to spend more selectively as budgets stay flat or decline and consumers become more cautious. The article highlights a shift toward precision marketing, niche targeting, and stronger CRM use to improve efficiency. It also points to growing demand for data infrastructure, AI-enabled targeting, and more measurable digital channels. Brands may need to cut back on broad, high-cost advertising and focus on partnership-led and data-driven execution. SMEs could benefit from larger brands pulling back and creating more room to compete.

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