?? Unveiling the 2023 Global Marketing Trends: Leading with Thought Leadership
Selina Cowell
B2B Services Lead | Executive Consulting C-Suite | Marketing | Comms & Commercial | Team builds UK | EMEA | US
In the ever-evolving realm of global marketing, being ahead of the curve requires a keen focus on emerging trends shaping our strategies. Let's delve into the key areas defining the marketing landscape in 2023.
1. Personalisation at Scale Personalisation goes beyond a mere mention in an email; it's about understanding unique business needs. Crafting tailored messages that resonate with individual goals and challenges forges deeper connections.
2. Dominance of Video Marketing Visual storytelling takes the lead. Compelling narratives through videos offer immersive experiences aligned with viewer interests, from product demonstrations to customer testimonials.
3. Integration of AI and Automation AI tools mine vast datasets, predict trends, and automate tasks. From content creation to optimising strategies for voice search, efficiency and growth opportunities abound.
4. Focus on Sustainable and Ethical Marketing Transparency is pivotal. Upholding sustainable and ethical values throughout business practices builds trust. Highlighting efforts, products, and partnerships underlines this commitment.
5. Voice Search Optimisation The surge in voice-activated devices reshapes how consumers seek information. Adapting to conversational, context-rich queries and local SEO enhances visibility in voice searches.
6. Account-Based Marketing (ABM) Expansion Directing marketing resources towards specific high-value accounts maximises ROI. Tailoring experiences for these accounts is pivotal for success.
7. Influencer Marketing in B2B Thought leaders endorsing products or services lend credibility and widen reach within niche markets, expanding B2B brand influence.
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8. Data-Driven Decision Making Relying on evidence and data patterns refines marketing strategies, enhancing predictability and success measurement.
9. Data Privacy and Security Measures Respecting and safeguarding client data is non-negotiable. Compliance with regulations, secure data handling, and transparent policies build trust and mitigate risks.
Embracing these trends isn’t just about staying current; it's about leading the charge. Elevating your marketing game through continuous learning, advanced analytics, and customer-centric approaches positions your enterprise as a trendsetter, not just a follower.
Let's navigate the evolving marketing landscape together, leading the way with innovation and thought leadership.
#MarketingTrends #ThoughtLeadership #Innovation #GlobalMarketing #BusinessStrategy
B2B Services Lead | Executive Consulting C-Suite | Marketing | Comms & Commercial | Team builds UK | EMEA | US
1 年Thank you Sonja for your insight and taking the time to review ??
I think these are brilliant, Selina Cowell. It does make you reflect when you look at the 9 points you have made, just how much the world of marketing is evolving!! Coming at this from a recruitment marketing angle, it's refreshing to see that all of your points are relevant too. There have been leaps and bounds in the candidate experience over the last 12 months (still room to improve!) but points 1 (personalisation) and 2 (video marketing) are hugely impactful in enhancing a candidates journey, and can support attracting a more diverse talent pool and conveying the values of an organisation. Well written, can't wait to see your next piece!
A Senior B2B Tech and SaaS Marketing Leader That Drives Sales Pipeline and Revenue Growth
1 年Great summary of current marketing trends Selina Cowell. I'd say some of these are more marketing staples than trends, such as ABM. It's been around for years and is a real game changer for driving growth if done properly. The addition of intent insights to your ABM strategy is crucial and will really help in achieving the right content and the right time. I question if one to many is even ABM, but targeted demand gen? AI and Automation is huge in helping marketing teams scale and create smarter, more valuable journeys. Although I am concerned about the potential for lack of uniqueness and presence of brand voice when using AI for content creation. Having the governance is critical to ensuring AI is applied in the right way.
Interesting summary Selina! You know I see a pattern here. At the centre of it all is building trust; by showing you care, by showing you are truly thinking about them and winning them over before even trying to sell your customers anything.
McLaren Automotive Global Digital. Experienced Strategic leader Digital Marketing, Brand and Creative. Specialist in luxury, automotive, and sustainability.
1 年Great article Selina Cowell ?? I would add that there are distinctions between b2c, b2b strategies (ABM for example). My advice to any business is to be channel centric with your content strategy and planning rather than just thinking video. And finally a trend which is emerging is brands seeing the critical long term investment in brand is vital to drive lead gen performance. By weaving these two pieces together brands are emerging stronger. This works across consumer and b2b and is critical for any good marketer to be educating their business around this. As acquisition modelling isn’t always there it is super important to really understand the reports coming in front of a CFO’s nose and how you may help aid a business to make the right decisions.