Updated: Feb 5
As we enter a year of immense turbulence and growing unpredictability, communicating with #clients or customers is now more critical than ever. Communication professionals will look to their budgets and partnerships to minimise risk and the potential fallout. A study by Forrester Research has revealed that many would prefer tried and tested solutions over potentially riskier ones. With projects liable to disruption and financial insecurity, the need to reduce risks and ensure the continuity of operations is critical.
Marketing managers will need to make sure their teams are quick on their feet and ready for fast and relevant reaction whatever the situation.
6 trends are anticipated for 2023 :
As CFOs focus on the bottom line in 2023, their main concern will be customer acquisition and retention. This means that marketing professionals need to make sure their messaging is conservative, focussed on quick measurable results rather than on long-term brand investment.
BIG FANCY DIGITAL PROJECTS POSTPONED
In the economic climate, many managers will have to consider postponing new tech project due to #budget cuts. With deliverables tight in terms of revenue return, marketing executives will be urged to focus on activities that address immediate financial concerns.
RECRUITMENT OF PERFORMANCE MARKETING DIRECTORS
CEO's are increasingly looking for marketing managers who have a track record of successful performance marketing campaigns. Those with experience in creating and executing campaigns that drive customer sales or downloads can demonstrate their effectiveness to employers, making them attractive prospects for new roles.
MORE IA TO MONITOR OWN AND COMPETITIVE CONTENTS ON LINE
Gartner predicts that the use of artificial intelligence (AI), specifically for monitoring online content, will become more common. The growing availability of #AI tools has made it much easier for brands of all sizes to create own systems. With potential to help produce and distribute content, as well as scan online comments and posts from third parties, AI looks set to become an invaluable tool in the marketing..
THE RISE OF TIK TOK AND NEW SOCIAL MEDIA PLATFORMS
With its rise to global prominence, TikTok is set to remain the top destination for digital marketing campaigns despite a downturn in annual advertising revenue forecasts. Despite difficulties related to Chinese ownership and legal issues arising from questionable content, the platform's meteoric success is unlikely to stop.
BROAD SCOPE OF #EXPERIENCE AND COMPETENCIES BECOMING CRITICAL
As we move into 2023 and beyond, the need for skilled professionals who can handle very fast the ever-evolving circumstances of working life will be critical. Those with a well-rounded set of experiences and abilities can become irreplaceable assets for businesses in the upcoming years.