New year, our new. But how new? We asked several top marketers what their big idea for next year is.
As consumers, we have overreacted to 2022. We went crazy to make up for the years of the pandemic. In 2023, we will stick to our projections to strike a balance and scale our actions more appropriately and in line with our evolving values and a changing world.
We will abandon obsolete standards, take advantage of available technologies, and stop acting as if sustainability is something new, achievable or possible. In search of balance, consumers will reconsider what is important to them and look for opportunities to step back and fully immerse themselves in these aspects of life. This creates a huge opportunity for brands to engage consumers with inclusive and accessible experiences designed around passion points that bring communities together, allowing consumers to escape the chaos of everyday life and live in the moment.
Lauren McFarland, Director of Influencer Marketing, Another Journey: The Year of Brandformance
With budget constraints, growing pressures on growth, and changing consumer behavior (and what they expect from advertising), performance and brand marketers are turning to each other for help.
Companies can no longer succeed with isolated strategies. It's time for a "brand savvy" approach, where brands and performance teams share their thoughts, vision, and KPIs to bridge the gap with influencer marketing.
The creator economy has changed the way brands reach audiences. Platforms like TikTok are constantly releasing new features that make it easier for marketing campaigns to achieve business goals, from awareness to purchase.
Google may not yet recognize "brand" as a word, but it won't be long before the distinction between these groups becomes a distant memory.
Benjamin Pybat, Director of Engineering, Jellyfish: The Year of Automation
In 2023, the industry will continue to move towards fully automating ads at the bottom of the funnel. This change is caused by platforms; In recent years, we have seen the emergence of specific products such as Google Performance Max (PMax) and App Campaigns (GAC), Meta Advantage+ and Amazon Propaganda Display.
These products are gaining popularity because platforms make performance ads more accessible to non-specialists. Fully automated advertising has revolutionized the industry and how brands can target their end customers. This is a “black box” model, when the choice of the goal (keywords or segments) leads to the choice of the result (sales or clicks).
Tasks such as keyword analysis or slide creation can quickly become obsolete, requiring staff to be reorganized and trained to focus on optimizing inputs (creative resources) and analyzing algorithm performance.
Jennifer Webb, Chief Strategy Officer, TrunkBBI: The year of Generation Z
As active consumers on the Internet, Gen Zers check what companies say and do more than any other generation. Understanding the complex set of motivations, attitudes and values of this generation of digital natives is a challenge for many brands.
Generation Z is especially interested in creating meaningful change in their communities, society and the world around them. They identify trends that cause profound change, including mental health, body positivity, nostalgia for the 2000s, distrust of government and institutions, diversity and social justice, consumer purchasing power, youth concerns, peer influence, gender variability, etc. d. resist them.
This inspiring generation is forcing brands to fundamentally rethink their marketing strategy. Many brands are currently focusing on how to attract and build brand loyalty in a generation that needs an innovative and relevant mix of digital and social content and channels.
Becky Sims, Founder & CEO of Reflect Digital: Total Time to Think
With the continued development of technology, automation, and advances in artificial intelligence, 2023 provides us with the opportunity to free up more time for reflection; Be a Strategist The trick for marketers will be to take advantage of this opportunity to increase efficiency.
By using tools like ChatGPT to do some time-consuming research and content creation, the marketing team can free up time for more strategic positioning, optimization, and distribution to the right audience.
This should be taken into account consciously. This is a great opportunity to boost your productivity for better results. Be careful not to treat technology as a lazy shortcut, but as a new process that buys marketers time to add more value.
Tim Lardner, Vice President of Strategy, PMG: The Year of Acceleration
The advertising industry is in a transformational transformation as consumer preferences change and new entrants such as TikTok, retail media networks and TV streaming platforms disrupt legacy advertising models. Advertising is becoming more complex and fragmented, creating new challenges as well as countless opportunities to accelerate brand growth and storytelling in new ways. 2023 will be marked by brands responding to these trends and activating them with agility, discipline and innovation.
Stevie Johnson, CEO, Disrupt: The Year of Influencer Marketing Performance
In this economic climate, there will be a decline in all marketing activities, which will affect other trends that we are seeing.
You should follow traditional brand awareness channels such as influencer marketing. Some say the influencer industry is becoming a channel for efficiency gains, but the real acceleration is about to begin.
We will see the emergence of performance based campaigns and greater synergy with affiliate marketing. Social media platforms continue to improve the shopping experience of users by adding more and more updated features related to the bottom of the funnel. For CMOs, the tangible ROI that secures an acquisition is part of their high-impact campaign budget.
Elise Stiverman, Director of Marketing and Business Strategy, Coegi: The Year of Content
Good marketing content will be more important than individual ads or campaigns. Perhaps this is the year of data privacy, with a rapidly shrinking target audience amid strict regulations. But the answer to these limitations is not to find data-driven or audience-driven solutions. The key to success will be placing paid content and media under the same strategic umbrella so your brand doesn't sink under the weight of the changing privacy landscape.
Carly Pring, Chief Marketing Officer, Tag: The Year of Humanity Meeting Technology
Smartphones Social networks. Artificial intelligence of virtual reality. Augmented reality is changing marketing by the minute.
The evolution of technology continues to connect the world, and this is more important than ever after a pandemic without human contact. We are less constrained by traditional sales and advertising thanks to advances in technology and real-time data analysis. As a result, technology provides marketers with the tools to help brands take a human approach to marketing.
With the Internet of Things, marketers can understand demographics and psychographics, create marketing personas based on target customer archetypes, sell based on customer sentiment, and more. The push for automated display will continue as marketers continue to turn to technological advances to make experiences (virtual or real) as human as possible.
Bridget Hubner, Director of Search Engine Optimization, Incubata: The New Year of SEO
ChatGPT's content creation capabilities are attractive to marketers, but Google advertises AI-generated content according to its webmaster guidelines, so what does that leave us with useful content and major content/experience updates?
In short, Google and people value unique, relevant, quality, and useful content. In many cases, ChatGPT meets the criteria. On the contrary, humans have done a great job spamming the internet, so the binary notion of “good human content” and “bad AI content” no longer holds.
Try ChatGPT to create rich content such as product descriptions and FAQs. Don't expect compelling copy to replace or emphasize your brand's voice. Expect experience, authority, and credibility signals to become more important as Google distinguishes between human-generated content and AI-generated content.
Liz Baines, Director of Planning at Specsavers: A Year of Value
In the last decade, the role of advertising has been to give meaning to even the most mundane products. At the same time, we add complexity and mystery to our clients.
As the cost-of-living crisis deepens, many will be forced to constantly balance books. In this context, it is not the merits of the brand that are beneficial, but its value . Advertising should inspire potential buyers of the brand with complete confidence and clarity in the value it offers.
This is nothing new for Specsavers. Our value to our clients has always been "Expert Help, Available and Affordable". Whether our optics continue to reach the homes of those unable to enter our stores or offer the best prices on the market, we will continue to use our advertising with pride to inform our customers of the value we provide. No more no less.
Kristi Naha Biswas, Chief Strategist, Society: Society Year
The community should be part of the brand's future growth plans. It is imperative that brands think about how they will support communities during the financial crisis (we saw this this year with the color change in holiday ads), and when it comes to media and marketing, it's time to move away from demographics. (especially age). Audience profiles and targeting behind.
Communities (large and small, geographic and based on common interests) should be the main way to understand groups of people. A deep understanding of relevant brand communities will inform channels, platforms, and targeting. It will also enable the development of a comprehensive communications plan for the product, content, and messaging across all touchpoints.