5 predictions for marketing in 2023

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More than 60% of chief marketing officers (CMOs) say they are able to maintain focus on long-term strategic objectives despite short-term execution difficulties. Thinking about helping these professionals, we brought the predictions that marketing heads should include in their plans to generate results and gain the trust of company executives, as well as the best ways to deal with misinformation to ensure the efficient collection of primary data. To do this, we brought data from Gartner, which listed five predictions that marketing teams need to include in their plans in 2023 and beyond. Check out! What will marketing be like in 2023? According to Emily Weiss, principal researcher at Gartner Marketing group, “marketers look forward to a future where better marketing leads to deeper, more valuable interactions between consumers and businesses,” despite persistent social and economic challenges. The topics listed below are developments that marketers and advertisers can no longer ignore, such as the need to address the spread of false information and the need to collect first-party data.  Marketing will use operational AI to make better choices based on data By 2025, companies using AI in their marketing departments will have freed up 75% of their employees to focus on more strategic tasks, according to research from Gartner.

By using AI to simplify and automate marketing processes, companies can free up time and money to focus on growing their business in other ways. To better respond to persistent problems that may arise in the future, AI will continue to improve marketing operations procedures. “AI will continue to refine marketing operations processes to generate more agile, data-driven responses to future challenges, which show no signs of slowing down,” considers Gartner. 2. The marketing department will establish a content authenticity team to combat misinformation By 2027, according to Gartner, 80% of Industry Email List business marketers will establish a dedicated content authenticity area to neutralize misinformation and false content . One problem in today's digital content ecosystem is the overwhelming amount of user-generated content (UGC), material created by artificial intelligence (AI), and the inherent unpredictability of all three. As the use of AI and UGC is expected to increase, the situation will only get more complex. Proactive reputation management is essential, but in today's fast-paced, polarized environment, it is becoming more challenging to verify erroneous or defamatory information at scale and in real time. CMOs have reason to be concerned about the proliferation and complexity of misinformation due to the Internet.



As much as artificial intelligence and other technologies are part of the problem, they can also be part of the solution, especially when combined with specialized teams that actively monitor, interact and elevate brand interests across the entire digital content ecosystem. 3. Marketing will redistribute a portion of your media budget According to Gartner estimates, 70% of companies will allocate at least 10% of their media spend to product placement in entertainment content by 2024. The fact is that consumers are tired of traditional commercials and those who have the financial means to avoid them, they do not hesitate to do so. A greater proportion of consumers in higher income brackets report that they “deliberately do not pay attention” to commercials and instead “try to multitask” when confronted with one. To keep up with this costly game of cat and mouse, large corporations must shell out a lot of money to advertise online. However, when this audience learns to ignore these messages, their impact will diminish. In the future, marketers who stick with the same old digital ad formats will primarily speak to a group of people who don't have access to modern digital technologies . Instead, companies that adopt strategies like product placement in streaming media and sponsored content from companies, influencers, and others will prosper in the long term.