TBI joined Econsultancy’s digital marketing and ecommerce trends briefing today, covering the key levers marketers need to be thinking about this year. In what will be another year of tighter budgets and leaner resources, getting the most value from the investment your organisation makes into marketing is even more important.
We were pleased to hear our own top trends for 2023 echoed in the webinar today:
Invest in brand: we noted back in December that a number of our clients are increasingly thinking about how to understand and build brand loyalty. Econsultancy highlighted research showing the more that brands invest through downturns, the better the likelihood of bouncing back.
econsultancy webinar: the future of experience requires understanding customer needs
econsultancy webinar: time to be creative is a challenge
Know your customers: we also noted in our 2023 top trends how important it was going to be for clients to understand their customer pain points, and look for ways to make a difference. As the excellent session today highlighted, to make marketing relevant and impactful will require aggregating, making accessible, and activating customer insights.
Make time for creativity: This one is a big hitter when considering the huge swathe of discussions around Chat GPT and the power of AI this month! Marketers hit by resourcing cut backs and budget cuts will struggle to find time for creative marketing, but the more we find ways to optimise our time – be that through using AI and technology to take over the more routine and autonomous tasks we all do, or be that through evaluating where to spend time and effort on the best performing channels – the more value we can add as marketing experts.
Did you know that there are 1,390 individual skills categories for marketing? What a huge expectation for marketing teams to understand and invest in all of these! The gift that ChatGPT and AI can bring in 2023 could be enabling us to really dive deeper into the skills where we add value: understanding our audiences and thinking creatively about their needs. Experimenting with ways for technology to alleviate some of our time pressures, and taking back the time to invest in being more human, is a big win for 2023!