2023 Marketing: 8 Crucial Insights for the Year Ahead

by The Creative Alliance

Connecting last jigsaw puzzle piece, finding solution to growth.

For marketers, every new year delivers new challenges and opportunities. But most marketing pros will agree that the amount of change from one year to the next is increasing faster than ever.

Consequently, it’s essential to start the year by assessing the current marketing landscape and making important decisions about how your organization will adapt to it. To ensure you make well-informed decisions, you should consider a wide variety of inputs. This can include reading “year ahead” marketing predictions, watching podcasts, and talking with your industry peers.

It’s also helpful to talk with a marketing agency like ours. We distill marketing industry information from an array of sources and combine it with our decades of experience to produce actionable “intel” for our clients.

What should you be thinking about for your marketing in 2023? Check out the overview below.

How To Help Your Organization Get Ahead in the Year Ahead

From our vantage point, the eight most crucial considerations for marketers in 2023 are:

1. Meeting privacy expectations and regulations.
Gone are the days when companies “owned” customer data and could handle and use it however they saw fit. The worldwide movement toward this information being considered personal and private—and for holding companies accountable when they fail in their responsibilities—will only accelerate in 2023.

New legislation is being proposed or passed regularly, and lawmakers and consumers are expecting companies to be proactive rather than reactive in ensuring their current and prospective customers’ privacy. There are many challenges in this area, of course. They include how to incorporate artificial intelligence (AI) into business practices while ensuring new systems observe privacy requirements, how to manage consent and preferences, how to prevent data breaches (and the $5 million per incident cost), and others.

2. Adapting rapidly to changing competitive environments.
Successful businesses today modify how they promote their products and services whenever it’s clear from market demand that there is an advantage in doing so. To stay competitive, you’ve got to be agile and adapt your marketing plan as appropriate.

For example, you must always know the best times and places to connect with your audience online. You also need to continually determine the types of content that create meaningful engagement. Based on this information, you may need to reallocate budget to more effective channels, modify your messaging (consumers today are keenly focused on value, for example), or be more purposeful in promoting what makes your offerings different so your company stands out.

3. Optimizing your users’ experience.
If your industry is like most, consumers have many companies to choose from for the products and services they need. One of the factors they prioritize is how easy (or difficult) it is to do business with an organization.

That typically starts with their website. If the user experience is anything less than excellent, a potential customer may quickly move on to other providers. UX design is both an art and a science, and it’s a discipline most effectively handled by experts trained and experienced in it.

4. Preparing for the end of support for third-party cookies.
Major browsers like Chrome, Firefox, and Safari will be ending support for cookies—those little snippets of code that enable marketers to follow consumer movements around the web—in the near future. Does this mean companies will have no ability to track and assess consumer behavior? No, but marketers will have to learn about and implement cookie alternatives.

We’ve been working with our clients to prepare them for phasing out cookies so their marketing won’t miss a beat.

5. Staying current on marketing and consumer behavior trends.
In years past, when market dynamics changed more slowly, companies could get away with sticking with “what works” for longer. Unfortunately, consumers today are fickle and will change their allegiance with little warning if they think your company is “behind the times.”

Consequently, you should pay close attention to the latest trends in marketing tactics and consumer preferences. And because it can be challenging to maintain a big-picture perspective while focusing on the specifics of your marketing campaigns, it can be helpful to work with an agency whose role is, in part, to do reconnaissance and report back with valuable information.

6. Improving data-driven decision-making.
The term “data-driven” has become a bit of a cliche in marketing. But the companies that succeed in the year ahead and beyond will be the ones that truly walk the walk and gain a clear and comprehensive understanding of their audience.

They’ll continually and methodically gather data on how their customers and prospects engage with a complex array of media across all devices. Then, they’ll assess the information and optimize their marketing initiatives to align with it. That doesn’t mean you should make wholesale changes to your marketing plan on a whim. But when you determine that modifications are needed, you must use data to inform your decisions.

7. Being agile in responding to local, regional, national, and international events.
If the last few years have taught us anything, it’s that in today’s highly connected world, what happens anywhere in the world can (and probably will) have repercussions all around the globe. Events as disparate as the pandemic, the accidental blocking of the Suez Canal by a cargo ship, and hostilities in Eastern Europe created ripples that impacted (and are still affecting) people everywhere.

Being prepared to modify your marketing strategy (and other aspects of your business operations) quickly can help keep your company moving forward, even in the most difficult times.

8. Attracting and retaining top talent.
Some of the most important marketing that companies do is marketing themselves to potential employees. If you don’t have great people promoting, selling, supporting, and continually enhancing your products, it doesn’t matter how impressive those offerings are. You’ll struggle to achieve your business objectives.

On the other hand, if you create and maintain a positive perception of your company and brand and, consequently, your open positions are coveted by top talent, the sky’s the limit for your business.

Marketing in 2023: The Future Is Bright

One of the benefits of facing difficult times as companies have in recent years is that the challenges prompt marketing departments to be especially intentional in their actions and selective in their partnerships.

Learn how we’re helping industry-leading companies in various sectors position themselves for success in the year ahead.

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