As a marketer, you know that the digital landscape is always changing. That’s why it’s important to make sure you’re equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023?
Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer’s toolbox in 2023 at Cannes.
Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond.
1. A plan for signal loss
The first item you should have in your marketing toolbox is a plan for signal loss.
The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies.
On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data.
Consumer behavior is changing
When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn’t track click-based data from campaigns. It’s important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities.
Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It’s crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic.
Four things to consider when planning for signal loss
There are four things you should consider when building out a plan to address signal loss and fragmentation.
Channel diversification
You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand.
Data privacy
You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible.
First-party data
First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns.
Contextual targeting
Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience.
By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation.
2. Collaboration
The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem.
To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key.
Two ways we can achieve better collaboration
Here are two ways we can create better collaboration in the AdTech ecosystem.
Enable interoperability
We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available.
Use clean rooms
We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner.
3. Generative artificial intelligence (AI)
The third tool you should have in your marketing toolbox is generative AI.
Benefits of implementing AI
There are three main benefits to implementing AI within your marketing strategy.
Enables creativity
Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It’s an extension of what we’re capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking.
By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry.
Enables more personalization
The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services.
E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you’re not purchasing meat, they won’t serve you ads for meat products.
However, it’s crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon.
As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences.
Helps drive impactful results and customer satisfaction
The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results.
4. First-party data
The fourth item you should have in your marketing toolbox is first-party data.
Benefits of implementing a first-party data strategy
Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy.
Greater accuracy
The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon’s ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads.
“Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing.”
jeremy hlavacek, cco, experian
Identify high-growth audiences
First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency.
Watch our Cannes panel for more new marketing strategies for 2023
We hosted a panel with Adweek in Cannes that covered what should be in every marketer’s toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian.
Check out more Cannes content:
- Our key takeaways from Cannes Lions 2023
- Insights from a first-time attendee
- Exploring the opportunities in streaming TV advertising
- The future of identity in cookieless advertising
- Maximize ad targeting with supply-side advertising
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
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According to weekly trend data from Experian Simmons DataStreamSM, the number of U.S. adults paying a monthly visit to microblogging site Twitter.com has fallen during the past year by 14%. As of November 29, 2010, 8.25 million adults had made at least one visit to Twitter.com during the previous 30 days, down from 9.54 million adults who had visited the site in the 30 days prior to November 30, 2009. Does this mean the ultimate “fail whale” is lurking just over the horizon for Twitter? Not just yet. Among those who visit Twitter.com, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. Twitter.com visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts. According to Experian Hitwise, the average amount of time Twitter.com visitors spend on the site during a typical session fell to 13 minutes, 12 seconds on November 27, 2010, down from an average of 15 minutes, 12 seconds spent on the site each session on November 28, 2009. That said, Americans are still spending more time on Twitter.com than ever before. According to Experian Simmons estimates, Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on Twitter.com in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009. Swim on, fail whale, swim on. To tweet this blog post, click on the green “retweet” button at the top of this item. For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.
As we ring in the New Year this week, Americans will be tossing back a few adult beverages in celebration. While alcohol consumption certainly increases around holidays and other times of celebration, many Americans imbibe year-round. So where across this great land of ours are you most likely to find adults willing and able to raise a glass (or two) and where are you most likely to be surrounded by teetotalers? Experian Simmons has the answer. Leveraging data from our SimmonsLOCAL study, we examined the drinking patterns of adults of legal drinking age in the 106 Designated Market Areas (DMAs) with populations of at least 500,000 adults age 21 and older. We then ranked those markets by the number of alcoholic beverages consumed by the average adult during a typical month. The chart below lists the DMAs that consume the most alcoholic beverages per capita in a typical month. First place goes to Boston, where the average adult of legal drinking age regularly kicks back 14.4 drinks a month. (Celebrations in Beantown are probably already underway.) Rank DMA Average drinks per month 1 Boston 14.4 2 Austin 13.8 3 Providence-New Bedford 13.4 4 Madison 13.2 4 Hartford & New Haven 13.2 6 Philadelphia 13.1 7 Chicago 13 8 Denver 12.9 9 Tallahassee-Thomasville 12.8 9 Milwaukee 12.8 11 Minneapolis-St. Paul 12.6 11 West Palm Beach-Ft. Pierce 12.6 11 Seattle-Tacoma 12.6 11 Tucson (Sierra Vista) 12.6 15 Green Bay-Appleton 12.5 16 San Diego 12.4 16 Baltimore 12.4 16 Washington, DC 12.4 16 Albany-Schenectady-Troy 12.4 20 New Orleans 12.3 20 St. Louis 12.3 20 Colorado Springs-Pueblo 12.3 23 Burlington-Plattsburgh 12.2 23 Syracuse 12.2 23 Norfolk-Portsmouth-Newport News 12.2 23 Spokane 12.2 23 Portland-Auburn 12.2 Source: Experian Simmons Adult residents of the markets listed below surely know how to have a good time-it's just unlikely to include a cocktail. The chart below lists the DMAs that consume the fewest alcoholic beverages per capita in a typical month. Residents of Chattanooga consume only 6 alcoholic beverages per month, on average, making it the least imbibing market-and probably the one that feels the best the morning after a big gathering. Rank DMA Average drinks per month 106 Chattanooga 6 105 Salt Lake City 7.2 105 Florence-Myrtle Beach 7.2 105 Charleston-Huntington 7.2 105 Tri-Cities, TN-VA 7.2 101 Knoxville 7.4 100 Lexington 7.9 99 Birmingham 8 98 Huntsville-Decatur 8.5 97 Nashville 8.9 97 Evansville 8.9 95 Paducah-Cape Girardeau-Harrisburg-Mt Vernon 9.1 94 Springfield, MO 9.2 94 Tulsa 9.2 94 Greenville-New Bern-Washington 9.2 91 Memphis 9.3 90 Greenville-Spartanburg-Asheville-Anderson 9.4 90 Jackson, MS 9.4 90 Wichita-Hutchinson Plus 9.4 86 Little Rock-Pine Bluff 9.5 86 Louisville 9.5 86 Ft. Smith-Fayetteville-Springdale-Rogers 9.5 83 Fresno-Visalia 9.6 82 Greensboro-High Point-Winston Salem 9.7 82 Roanoke-Lynchburg 9.7 Source: Experian Simmons For more information on SimmonsLOCAL's vivid reporting of consumer behaviors, attitudes, lifestyles and media consumption in 209 Designated Market Areas down to the ZIP code level, visit our website.
The political winds in the United States shifted sharply to the right earlier this month with Republicans making gains across the board. While political party affiliation was a strong indication of a candidate's success in the election, we wondered: Can the political leaning of a TV show's audience determine the success of the program? The answer is yes. Experian Simmons examined the political party registrations of viewers of over 700 television programs measured in the Spring 2010 Simmons National Consumer study. We found that registered Republicans and Democrats, indeed, have different preferences in entertainment programs. But especially noticeable was the preponderance of highly rated Nielsen programs at the top of the Republican list. Not all shows that skew Republican are ratings darlings, of course, but programmers should take note of this fact if ratings are their foremost goal. Republicans: When looking at programs on broadcast TV, we see that Republicans tend to gravitate towards reality shows that center on some sort of competition. In fact, Republicans are 32% more likely to watch The Amazing Race on CBS than the average American adult. They're also 24% more likely to watch American Idol on Fox and 18% more likely to watch America's Got Talent on NBC. The Simmons data provides some evidence that it's the competitive angle of these shows that is attracting Republicans. Specifically, Republicans are fully 29% more likely than the average adult to watch the results show of Dancing with the Stars on ABC and just 17% more likely to watch the non-results episodes of the same show. Republicans tend to gravitate towards reality shows that center on some sort of competition. When it comes to cable entertainment programs, Republicans tend to prefer lifestyle programs on HGTV and TLC. Republicans are also found in high concentrations among many adventure/documentary show audiences, like Ice Road Truckers on History and Deadliest Catch on Discovery. And finally, big families are big draws for Republicans with 18 Kids and Counting and Jon & Kate Plus 8, both on TLC, attracting more than average concentrations of Republican viewers. Top indexing Republican NETWORK programs (non-news, non-music) Republican Index Top indexing Republican CABLE programs (non-news, non-music) Republican Index THE AMAZING RACE (CBS) 132 PROPERTY VIRGINS (HGTV) 125 DANCING WITH THE STARS RESULTS SHOW(ABC) 129 MODERN MARVELS (HISTORY) 121 MODERN FAMILY (ABC) 124 COLOR SPLASH (HGTV) 120 AMERICAN IDOL (FOX) 122 UNSELLABLES (HGTV) 120 V (ABC) 122 LEVERAGE (TNT) 118 THE BIG BANG THEORY (CBS) 119 18 KIDS AND COUNTING (TLC) 116 THE GOOD WIFE (CBS) 119 DEAR GENEVIEVE (HGTV) 116 THE MENTALIST (CBS) 119 WHAT NOT TO WEAR (TLC) 116 AMERICA'S GOT TALENT (NBC) 118 DINERS, DRIVE-INS & DIVES (FOOD NETWORK) 115 SURVIVOR (CBS) 118 HOUSE HUNTERS (HGTV) 115 DANCING WITH THE STARS (ABC) 117 INCOME PROPERTY (HGTV) 114 DESPERATE HOUSEWIVES (ABC) 116 OPERATION REPO (TRU TV) 114 NCIS (CBS) 115 WHITE COLLAR (USA) 114 HUMAN TARGET (FOX) 114 ICE ROAD TRUCKERS (HISTORY) 112 LIE TO ME (FOX) 114 PAWN STARS (HISTORY) 112 THE BACHELOR (ABC) 114 SAY YES TO THE DRESS (TLC) 111 ANTIQUES ROADSHOW (PBS) 113 DIRTY JOBS (DISCOVERY) 110 CASTLE (ABC) 113 MYTHBUSTERS (DISCOVERY) 109 HOW I MET YOUR MOTHER (CBS) 113 JON & KATE PLUS 8 (TLC) 106 THE BACHELORETTE (ABC) 113 AMERICAN LOGGERS (DISCOVERY) 105 EXTREME MAKEOVER: HOME EDITION (ABC) 112 IN PLAIN SIGHT (USA) 104 NCIS: LOS ANGELES (CBS) 112 THROWDOWN WITH BOBBY FLAY (FOOD NETWORK) 104 TWO AND A HALF MEN (CBS) 112 DEADLIEST CATCH (DISCOVERY) 103 FRIDAY NIGHT LIGHTS (NBC) 111 MAN VS. WILD (DISCOVERY) 103 CELEBRITY APPRENTICE (NBC) 109 THE SMOKING GUN PRESENTS:WORLD'S DUMBEST (TRU TV) 103 Democrats: On the left side of the broadcast dial, we see that registered Democrats tend to be drawn to crime and legal dramas like Law & Order and Law & Order: SVU, both on NBC. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles, such as Brothers & Sisters on ABC, Medium on CBS, 30 Rock on NBC and the Good Wife on CBS. The Good Wife, actually, has higher than average concentrations of both registered Democrats and registered Republicans. Given that the program is about the wife of a politician, it's not such a surprise that registered voters from both sides of the aisle tune in. We also see higher concentrations of Democrats tuning into broadcast shows featuring female characters playing central or leading roles. On cable, we see high concentrations of registered Democrats tuning into character-driven dramas, like Dexter and United States of Tara, both on Showtime. Democrats also flock in disproportionate numbers to cable reality shows. But unlike the competitive reality shows favored by Republicans, Democrats prefer observational reality shows where they get to peer into the lives of celebrities or unique and extraordinary people. Top indexing Democrat NETWORK programs (non-news, non-music) Democrat Index Top indexing Democrat CABLE programs (non-news, non-music) Democrat Index FLASHPOINT (CBS) 145 TYLER PERRY'S MEET THE BROWNS (TBS) 189 HOMETIME (PBS) 143 HOUSE OF PAYNE (TBS) 181 90210 (CW) 140 REAL TIME WITH BILL MAHER (HBO) 165 WIFE SWAP (ABC) 136 SNAPPED (OXYGEN) 162 AMERICA'S NEXT TOP MODEL (CW) 135 SHERRI (LIFETIME) 153 NOVA (PBS) 133 HAWTHORNE (TNT) 153 LAW & ORDER (NBC) 132 LIVE FROM THE RED CARPET (E!) 149 SMALLVILLE (CW) 131 DEXTER (SHOWTIME) 147 WHO DO YOU THINK YOU ARE? (NBC) 130 UGLY AMERICANS (COMEDY CENTRAL) 147 BROTHERS & SISTERS (ABC) 127 KOURTNEY & KHLOE TAKE MIAMI (E!) 146 PRIVATE PRACTICE (ABC) 127 TODDLERS & TIARAS (TLC) 145 MEDIUM (CBS) 126 UNITED STATES OF TARA (SHOWTIME) 144 TRUE BEAUTY (ABC) 126 MEET THE NATIVES (TRAVEL CHANNEL) 144 AMERICA'S MOST WANTED (FOX) 126 BRIDEZILLAS (WE TV) 143 30 ROCK (NBC) 126 TOP CHEF MASTERS (BRAVO) 142 VICTORY GARDEN (PBS) 126 WOMEN BEHIND BARS (WE TV) 142 THE GOOD WIFE (CBS) 124 THE BOONDOCKS: ADULT SWIM(CARTOON NETWRK) 142 ONE TREE HILL (CW) 124 TABATHA'S SALON TAKEOVER (BRAVO) 140 NEW YANKEE WORKSHOP (PBS) 122 DOWN HOME WITH THE NEELYS (FOOD NETWORK) 140 LAW & ORDER: SVU (NBC) 122 BAD GIRLS CLUB (OXYGEN) 138 MASTERPIECE (PBS) 122 SCARE TACTICS (SYFY) 136 COMMUNITY (NBC) 122 MILLION DOLLAR LISTING (BRAVO) 135 BIG BROTHER (CBS) 121 MODELS OF THE RUNWAY (LIFETIME) 135 GOSSIP GIRL (CW) 120 TORI & DEAN: HOME SWEET HOLLYWOOD (OXYGEN) 133 FRIDAY NIGHT LIGHTS (NBC) 119 DESTINATION TRUTH (SYFY) 132 For more information about the in-depth consumer behaviors, attitudes, lifestyles, brands and media measured in the Simmons National Consumer Study, visit our website.