In the final instalment of our end of your round up we are looking ahead to 2023. If you have a project in mind, a problem you need to solve, or you simply need another pair of hands on deck, please get in touch and we would be happy to talk through how the team can help.
Mithu: For me, 2023 will continue to bring more focus on how to leverage brand stories, and how to develop a unique narrative for the organisations I’m supporting. I’m a huge advocate for storytelling and how this can help organizations strategically, whether that be digital transformation, business model change or market growth. Stories can help connect us to our audiences, which will be key to building loyal, engaged customers.
Kelly: Within such a crowded landscape, organisations need to understand and utilise what sets them apart from their competitors. Understanding points of differentiation through a number of tools including competitor research, establishing brand values, and creating value propositions is step one. Step two is to transform those areas of strength and focus into strong and consistent messaging to their various audience segments. This piece of work is essential in building and strengthening brand relationships.
Social media disruption: The storm that has erupted around Twitter brings much uncertainty for many within our community. Twitter has over the years become an established and well-used tool that encourages 2-way communication with an organisation’s community. Strong follower bases have been established but questions over the future-proof of this channel is now in doubt. Should organisations leave Twitter? Should they join Mastodon? Should they focus more resources on other social channels? Where is their audience going to be? These are all questions that are being discussed within our community and will continue to unfold as we head into the New Year.
Where is our audience/metrics: Organisations are keener than ever to understand where their audience is; to enable them to make data-driven marketing decisions. This requires background research and good reporting. Matching channels to objectives and audiences is essential to ensure the required outputs are achieved.
Based on discussions we are having; teams appear to have gaps to fill – either in terms of headcount or skillset or are simply not able to commit to another member of staff. TBI are increasingly supporting on both short-term projects and long-term retainers to bridge this gap. In many cases we are becoming an extended part of a team.
Tracy: I think priorities have been very strategic throughout 2022, answering the big questions – “what is our purpose, what does our community want from us and how do we deliver?”. Diversification has been a significant theme and I think we will see more of the same throughout 2023 but with a focus on the “how”. How to get from the thinking and the planning to developing and delivering. I know societies in particular are focussed on connecting with their readers and their authors and want to communicate the value they bring to society as a whole. We look forward to supporting our clients along the way.
Amelia: A new year brings new opportunities for promotion; a chance to utilise new platforms (Mastodon?), but also a chance for organisations to reflect on performance in previous years to inform future strategic decisions. As we approach the end of the year, key questions will be at the forefront of our minds. Which advertising channels generated the most traffic on site? Which social platforms are our audience most engaged on? Should we be considering the ‘Gen Z’ phenomenon that is TikTok?! How will we distribute our 2023 marketing budget? With the help of sophisticated platform analytics, Google Analytics (note to yourself to prepare for the launch of the new and improved version, GA4), and consultants (cough cough, TBI), these pivotal questions can be addressed.