Keeping up with your competitors is outdated. In 2023, brands that thrive will focus on keeping pace with consumers and meeting their dynamic expectations. That means easily identifying and connecting with your target audiences with insightful stories based on who your customers are and what matters to them today.
Heading into 2023, marketers continue to be reminded that they must find ways to sustain and grow their business with less budget. This will require smarter investments and decision making, and it is why many top brands use partnerships to stand out from the competition and expand their reach.
Despite having first-party data at their fingertips, many brands struggle to shine a light on their customers. They know some things, but have an incomplete, disjointed picture of individual people. With privacy on the rise and third-party cookies on the way out, CDPs (customer data platforms) are a popular solution for brands.
The key to staying on top of trends in a competitive, ever-changing market landscape is leveraging consumer and market intelligence. The fashion industry offers compelling lessons for how leading brands maintain their edge by tracking the competition, staying on trend, expanding their audience, and measuring results.
2022 saw many changes in advertising, media and entertainment. And 2023 is shaping up to be no less transformational for advertisers and publishers alike. It's critical for marketers to stay on top of important trends across data collaboration, retail media, customer journey analytics and other key areas.
As marketing and sales teams come under greater pressure to do more with less, they need to find ways to maximize the value of their current tools. The good news is they probably already have opportunities to speed up the sales cycle, expedite campaign delivery, boost productivity and foster collaboration.
Customer acquisition remains a critical marketing priority going into 2023, but how it is done is being transformed. With costs rising quickly and the deprecation of third-party identifiers approaching, it’s crucial for brands to find ways to harness the insights they already have to unlock the next phase of growth.
Premium channels from Disney+ to Netflix are debuting their ad-supported channels, creating valuable inventory for advertisers. And for the first time, streaming surpassed linear viewing, meaning there are even more opportunities to make your mark. So how exactly can advertisers prepare for this new landscape?
Many marketers focus on longstanding quantitative metrics like click-through rate to measure their branded content's success. But quantitative insights alone can’t tell the whole story, and it’s only by creating space for qualitative and holistic measurement that brands can tap into their content’s full potential.