Brands should rethink their 2023 marketing strategy – IAA
By Ibidunni Banjoko
Global advertising professionals have tasked marketers to rethink their 2023 strategies in line with current development. This was made known at the International Advertising Association (IAA) Leaders View 2023 Forecast.
Sheba Nandkeolyar, VP of Diversity, Equity, and Inclusion said: “Marketers will strive to make their marketing campaigns more diversity-inclusive. Diversity, equity, and inclusion will play a stronger role in defining marketing strategies for 2023.”
On his part, Alberto Dal Sasso, former president of IAA Italy, stated that the world is again in the middle of a polarized crisis age. People need to trust and love brands, and business leaders are expected to lead and show the way out. Brand activism is the new mantra.
In the same vein, Venanzio Camarra, IAA Global Treasurer, IAA Italy, said: “Marketers have to face an uphill battle in coping with the uncertainty of the global economic landscape. They perceived tight budget constraints and meeting customer expectations are more difficult than ever. Today’s modernizing tools and technologies, and complying with them with privacy regulations are the top priorities for marketers.
“Among the challenges remains the need to update obsolete technological systems and the effective use that follows in order to create a more consistent and continuous customer journey for consumers. Meeting customer expectations is made more difficult by both the headwinds of the global economy and the changing data privacy regulations dictated by a cookie-free future.”
“The challenge is to identify the best customer experience initiatives by measuring KPIs in real-time. At each stage of the marketing funnel, marketers need to monitor more and more metrics, so the speed of understanding KPIs will increasingly become a competitive advantage”, he added.
Juan Ramon Plana, co-founder of Presidentex Senior Wisdom and member of the Board of Directors, opined that 2023 will be the year when many blindfolds fall off and marketers understand the importance and opportunities offered by the Silver Economy.
The senior target will finally have the relevance it deserves in modern marketing.
Jeff Greenbaum, Managing Partner, Frankfurt Kurnit Klein & Selz PC said: “Advertisers around the world are going to be hearing more from regulators about avoiding the use of ‘dark patterns’ in their marketing, which are online design practices that trick or manipulate users into making choice they would not have otherwise have made.”
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