With pandemic trends leveling off and budgets in a precarious position, marketers will need to be more discerning when choosing between concrete solutions and shiny objects in the months ahead.
Some technologies are gaining newfound traction following a quiet period. Heated debate surrounds artificial intelligence thanks to advancements in language-learning models like ChatGPT. AI has become a fixation point for digital heavyweights including Facebook and Google as they look to combat growth headwinds, while creatives are sounding the alarm about the risks of ceding too much important work to algorithms.
Elsewhere, the legacy media ecosystem continues to undergo transformation. Alternative measurement currencies could finally give Nielsen a run for its money at the same time that connected TV and advertising video-on-demand platforms are proliferating. But some of the streaming boom also appears to be on the wane, pointing to changing consumer habits.
The consumer mindset is shifting in ways beyond the screen. Cash reserves built up during the pandemic are dwindling, while savviness is on the rise.
Below, Marketing Dive has collected stories that key into where the industry winds are blowing, touching across media, emergent technology and the public mood as marketers map out their strategies for 2023.
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