NADIA CAMERON： 2023 年的 21 项数字营销预测（中英文，全文

　　

　　

　　

　　2023 年的 21 项数字营销预测

　　CMO 整理了营销主管、代理机构、行业思想领袖、广告技术、营销技术、媒体播放器等的意见，为您带来了对新一年的大量数字营销预测

　　元宇宙会在 2023 年飙升吗？经济低迷会对营销预算和有效性产生什么影响？营销人员准备好迎接 cookie 的最终消亡了吗？注意力真的可以从线性电视转向 BVOD 吗？环境伦理最终会进入广告供应链吗？面对今年的网络安全攻击，我们是否可以假设消费者甚至会足够信任品牌来共享数据？

　　CMO 研究了整个行业的各种预测，并通过数万个单词来找出 2023 年数字营销的可能性。以下是我们的发现。

　　1.营销人员被迫事半功倍

　　行业思想领袖普遍认为，营销人员需要事半功倍。这意味着重新评估、重新调整和重建基础，以便更明智地进行营销。

　　“如果说过去几年教会了我们什么的话，那就是 2023 年将充满惊喜。但是，没有一个应该来自您的营销团队，”Shippit CMO Brett Chester 建议。“营销人员在未来一年应该有两个重点：巩固你的基础，用更少的钱做更多的事。

　　“作为一项紧迫的工作，营销人员应该探索支持其业务增长方面的潜在逻辑。例如，应对营销自动化和评分程序进行审核，以确保它们向销售团队提供质量和数量的销售线索。这种回归基础的方法将有助于事半功倍，但这只是成功的一半。

　　“因此，与此同时，虽然预计预算将同比减少，但目标和具体目标却在增加，但让您的电子表格 wunderkinder 进行回顾性运行，并揭示您 2022 年活动中可能获得的所有见解。如果可以识别然后实现改进，他们应该清楚地定义您应该期望的结果，以及您的再投资主题应该是什么。从那里开始，一切都与执行有关——最简单的一点，对吧？”

　　Tecala 营销经理 Jemma Healy 认为，对于希望在 2023 年蓬勃发展的澳大利亚营销人员来说，做事更聪明、更快、更好是当务之急。

　　“营销人员将利用自动化来提高效率、绩效和盈利能力，并获得实时有意义的数据洞察力，”她预测道。“由于人才资源短缺和经济不确定性，提高员工生产力和提高工作满意度比以往任何时候都更加重要。获得对实时有价值的数据洞察力的访问权限，以及自动执行平凡、重复和乏味的任务，将使营销团队能够专注于更具创造性和战略性的举措，这些举措可以推动敏捷的营销活动和消息传递，从而与不同的客户产生深刻的共鸣。客户需求。”

　　BlackLine 首席营销和战略官 Andres Botero 将数字敏捷性标记为在通货膨胀率上升、劳动力市场紧张和宏观经济状况放缓的情况下必不可少的。“你需要在潜在客户所在的地方与他们会面，并为他们提供多种方式来消费你的信息——从经典的网络研讨会到视频和发人深省的社交媒体帖子等方便的内容，”他说。

　　“测试并改进如何吸引买家的注意力。通过在每个接触点提供价值来表明您尊重观众的时间。有限的资源意味着你不能做所有的事情，所以要找到并投资于能带来最好结果的东西。”

　　同样，GoCardless 营销经理 Emily-Jane Shurey 认为精心策划的客户列表对 B2B 团队来说绝对重要。“当每一笔营销费用都经过仔细审查并且必须显示出明确的投资回报率时，与销售部门合作建立一个非常合适的客户名单将集中你的注意力和预算，”她说。

　　2.环境伦理在广告供应链中脱颖而出

　　随着客户和利益相关者要求组织以更符合道德的方式运营，减少环境影响已成为董事会的当务之急。JAPAC 的 Scope3 负责人 June Cheung 预测，可持续性和碳排放量将成为 CMO 在 2023 年及以后在其供应链中需要考虑的额外指标。

　　“首席营销官将面临来自董事会的更大压力，要求他们推动可持续的数字广告实践，不仅因为这是正确的做法，而且因为它正在推动业务绩效，”她说。“更多的 CMO 会发现减少碳排放实际上会带来更好的媒体投资回报率和绩效，因此他们会寻找能够提供更有效和碳中和广告的机构。”

　　Scope3 和 Ebiquity 最近的研究表明，15.3% 的广告支出浪费在没有创造任何价值的库存上，反而产生了过多的碳排放。同样，电通和微软的一项研究发现，84% 的全球消费者更有可能从开展可持续媒体广告的公司购买商品。

　　Nuance Communications 情报参与解决方案高级副总裁 Tony Lorentzen 将此与事半功倍的更广泛主题联系起来。“节约成本并可持续地做到这一点绝非易事，这将导致组织依赖自动化、云和数字渠道继续提供无缝的客户体验，”他说。“明年，自动化的客户交互将得到提升，而幕后组织将使用自动化为现场代理创建更好的工作流程。”

　　3. 即使是落后者也会投资第一方数据能力

　　毫无疑问，随着第三方数据和 cookie 的力量减弱，第一方数据将成为品牌的重心。然而，很明显，许多组织仍然没有按顺序安排他们的第一方鸭子。德勤 2022 年全球营销趋势报告显示，到目前为止，主要是高增长公司已转向第一方数据战略。

　　然而，n3 Hub 业务发展总监 Stephen Schwalger 表示，在经济低迷的压力下，大中型组织的 CMO 最终将在 2023 年建立第一方数据基础。这里的一项重大投资将是客户数据平台 (CDP)。

　　Forbury 已经注意到，由于扩展的隐私法律和设置影响了报告能力，直接和无法追踪的流量出现了飞跃，营销主管 Rebecca Emslie 报告说。“需求是发明之母，到 2023 年，我们将探索无 cookie 跟踪，并期望在很大程度上依赖并进一步利用第一方数据。这些变化可能会写在墙上，但要注意总比被夹在饼干罐里更好，”她说。

　　在“令人震惊”的 86% 的澳大利亚消费者希望品牌在提供个性化体验时仅使用第一方数据的情况下，Twilio 地区副总裁 A/NZ Kristen Pimpini 也认为 CDP 的采用正在加强。

　　“许多公司将更进一步，将他们的 CDP 与联络中心结合起来。由于两者之间的实时数据流动，营销活动会随着时间的推移自动变得更加量身定制和优化，”他说。

　　Lexer 首席执行官 David Chinn 认为，随着数据孤岛在整个全渠道体验中的不断瓦解，在线学习将被带入实体故事中。“数据将民主化，这样员工无论在何处与客户互动，都可以获得相同的见解。我可以预见在不远的将来，实体店内体验将开始像今天的电子商务体验一样个性化，”他说。

　　4.关于零方和第一方数据

　　需要注意的不仅仅是第一方数据。许多人指出，零方或基于同意的数据是当今消费者要求的基于价值的数据交换和透明度的一个至关重要的方面。

　　“品牌正在寻找新的方式让他们的受众愿意分享数据。但是了解第一方数据的重要性只是创造令人满意的客户体验的一半，”RMIT 在线营销和学生获取总监 Anshu Arora 说。“拥有一个结构良好且全面的零方数据收集解决方案将大大有助于公司弥合无 cookie 世界中的这一差距。

　　“当客户自愿向公司提供信息时，相关、定性和准确的信息可以实现更高的个性化和更好的客户体验。例如，我们看到许多品牌更倾向于在线测验和调查、社交媒体投票、研究报告和电子书等可下载内容。2023 年的挑战在于，它需要信任和直接接触消费者。”

　　Lightspeed 全球营销高级总监 Simon Le Grand 表示，随着消费者的旅程不再是二元的，而是通过多种渠道进行的，营销人员能够以一致同意、符合隐私的方式捕获、跟踪和利用有价值的数据，从而能够建立更强大的 客户资料。他说：“那些能够利用这些见解并建立强大的全渠道营销战略以提供卓越客户体验的企业将在 2023 年脱颖而出。”

　　Wunderkind 国家经理 Jamie Hoey 已经见证了通过典型付费渠道进行的一对一重新定位的覆盖范围、有效性和收入绩效的显着下降。

　　“通过利用可持续的第一方和零方数据实践，并优先考虑与消费者进行尊重的一对一沟通，品牌可以在 2024 年取得数字收益，”他说。“但要利用收入、客户忠诚度和终生价值方面的这种增长，很明显明年需要对营销人员目前定位、细分和与受众互动的方式进行结构性转变。”

　　WLTH 营销主管 Marco Zande 的零方数据示例包括调查、民意调查和计算器等交互式数据收集方法。后者已被抵押贷款行业用于帮助潜在客户确定其借贷能力，并产生了巨大影响。

　　“营销人员需要让它成为双赢的交易，”赞德说。“作为交换一些自愿提供的信息，我们可以为潜在客户提供有用的内容，例如折扣、时事通讯、电子书和白皮书。”

　　5. 营销人员必须面对数据隐私、透明度和治理

　　说到数字营销，对于 InMobi 的副总裁兼 A/NZ 总经理 Richard O'Sullivan，2023 年首席营销官应该会想到一个词：隐私。

　　“现在《2022 年隐私立法修正案》已在议会两院获得通过，这将意味着对严重或屡次违规行为的严厉处罚，”他警告说。“这是悬在 CMO 头上的一把相当沉重的达摩克利斯之剑，因为第三方 cookie 的即将消亡导致可寻址性降低，Apple 的 IDFA 意味着第一方数据，在同意和使用方面具有固有的隐私风险， 变得越来越重要。

　　“我相信我们会看到两个阵营的出现。将有那些营销人员完全依赖新的隐私设计领域，并创建强大的途径来利用第一方数据进行个性化。还有一些人觉得不确定性有点过分，他们会退后一步，探索一种更受背景驱动的方法。”

　　作为补充，营销团队有责任积极帮助提高数据透明度和治理。如果最近澳大利亚各地的网络攻击教会了我们任何东西，那就是随着网络犯罪分子不断磨练策略和技术，客户数据泄露的威胁只会增加。Cydarm Technologies 的营收主管 Jill Taylor 直言：“网络犯罪分子将消费者数据武器化的破坏性影响将在 2023 年继续存在。”

　　“在处理大量个人身份信息的组织中工作的营销人员将在 2023 年通过区分网络安全和隐私工作来战胜竞争对手，”她说。“那些精通网络安全的人已经意识到有效的隐私是组织强大网络安全的结果。虽然传统上网络团队被贴上了‘成本中心’的标签，但 2023 年将继续将思维方式转变为网络安全，将其作为收入推动因素。”

　　泰勒承认这绝非易事。她建议说：“通过围绕安全团队员工人数增加百分比或财政年度网络预算增加的声明，专注于沟通提升或改进，可以非常有效地帮助提高消费者信任度，”她建议道。

　　“此外，鼓励和强调参与改善其行业或澳大利亚网络安全工作的活动将符合‘优秀企业公民’战略，而不会泄露敏感信息。”

　　Talend A/NZ 高级营销经理 Nadine Lafleur 表示，企业必须了解哪些个人数据被保留、存储在哪里以及谁可以访问这些数据。“你需要了解你如何使用数据、数据的去向以及原因，并鼓励员工像对待货币一样对待数据，”她附和道。“当整个组织的数据健康时，很容易用数据推动您的目标。”

　　随着渠道的激增和品牌风险的升级，风险和合规性对营销人员来说变得越来越容易理解，Monday.com 行业领先的营销、创意和广告 Gavin Watson 认为。

　　“首席营销官和风险管理人员需要加强合作以保护他们的品牌，”他说。“我们预计在新的一年里，人们会更加关注与内容审批和合规性相关的风险和流程，因为品牌安装了正确的机制来避免品牌推广中的错误，并部署了解决方案，让较小的团队拥有自主权，而不会有潜在的违规行为 在他们之上。”

　　6.数据洁净室流行

　　由于品牌希望利用第一方数据并增强安全的第二方交换，因此需要一种可信赖的方式来交换这些数据。输入数据洁净室 (DCR)。

　　奥美 A/NZ 首席体验官 Jason Davey 预测：“数据‘无尘室’将成为管理品牌与其业务合作伙伴之间第一方数据共享伙伴关系的一种方式。” Amperity 地区副总裁 Billy Loizou 也讲过同样的故事。

　　“数据洁净室并不完美。然而，他们确实为营销人员和广告商提供了访问他们原本无法获得的信息的途径，”他说。“随着隐私规则变得越来越严格，DCR 的受欢迎程度将飙升。事实上，最近的预测表明，到 2023 年，80% 的媒体购买预算超过 10 亿美元的广告商将使用 DCR。

　　“然而，DCR 只是第一方数据策略的延伸。将 CDP 连接到 DCR 允许第一方数据与第三方来源一起匿名和分析。CDP 还可以以细分或目标受众的形式从 DCR 接收数据，然后它可以与连接的营销平台共享以进行激活。

　　“这样想：你可以使用 Venmo 或 PayPal，而无需附加支票账户，但如果它们连接起来，体验会更好，结果也会更好。”

　　InfoSum GM A/NZ, Richard Knott 认为营销人员会在 2023 年审查数据共享实践并重新评估他们的协作方式。从他们的环境中提取数据。这将使这些组织能够利用丰富的数据集并接触到高价值的受众，同时最大限度地降低将敏感消费者数据暴露给潜在漏洞的风险，”他说。

　　“数据洁净室将成为促进这两者的下一个前沿领域，并将通过 Google PAIR 等解决方案加速这一进程。”

　　7. 超个性化得到合理检验

　　即使零方和第一方数据的狂热仍在继续，一些人预测超个性化将在 2023 年失去一些光彩。Vistar Media 亚太区董事总经理 Ben Baker 就是其中之一。

　　“展望未来，营销人员将不得不接受这样一个事实，即一对一的粒度级别对于开展有效的数字营销活动而言不是必需的，消费者也不希望如此，”他声称。“超个性化的个人定位将让位于群体或受众群体定位，活动将再次围绕匿名群体数据而不是对个人的洞察进行设计。

　　“社交媒体分析和基于 cookie 的数据所产生的个性化洞察力已诱使品牌不成比例地将其营销组合偏向一对一定位，例如针对设备的数字广告。但随着品牌缩减这种方法，许多途径正在重新获得相关性，例如数字户外媒体渠道，因为新的能力可以产生有意义的匿名数据，这些数据仍然可以为企业带来价值。”

　　但根据 Sana Commerce 首席营销官 Jeroen Kuppens 的说法，B2B 中仍有很大的个性化空间。“我们看到 B2B 组织越来越多地将 ERP 集成视为其网上商店中的一项有用功能，因为它允许对数据进行更有影响力的分析，”他强调说。

　　8. 创作者对品牌信任至关重要

　　随着消费者不断要求价值并信任他们与品牌的交流，创作者和真实内容已成为焦点。

　　“我们正在走向一个我们只会购买我们信任的品牌、产品和服务的世界。我们只会从我们信任的人那里购买，”Impact.com 亚太区董事总经理 Adam Furness 强调。“尤其是对于年轻的消费者而言——请记住 Z 世代的消费能力正在增强——他们信任的人是与他们有亲和力的创作者。

　　“我们将看到品牌更加重视他们的创作者营销工作，更加重视与创作者的长期关系，并探索使用创作者营销的新机会，例如在元宇宙和其他新兴渠道中。”

　　为了提供帮助，Furness 建议 CMO 将重点放在平衡快速测试和学习上，因为更多的创作者被引入营销组合。Bazaarvoice 亚太区董事总经理凯特·穆斯格罗夫 (Kate Musgrove) 是另一个认为品牌将在 2023 年依靠创作者经济来增加话语权 (SOV) 并与消费者建立联系的人。

　　“这将是‘日常创造者’，其价值观和内容与受众和品牌保持一致，这将使他们能够更好地理解他们的产品并建立更真实的联系，”她预测道。“要开发真正真实和引人入胜的内容，需要更加关注让这些创作者对内容进行自己的调整，而不是指导他们做什么。这种真实性以及体验对于渴望在购物时建立更深层次联系的消费者来说肯定会成功。”

　　9.这是关于社区的真实性，而不是有影响力的人

　　Fiverr 首席营销官 Gali Arnon 进一步阐述了这一概念，表明社区的力量将成为 2023 年 CMO 的超级力量。

　　“由于大流行以及性别平等、LGBTQ+ 权利和地缘政治问题等社会问题导致社会高度分裂，消费者对品牌的期望更高，并希望他们在这些对话中有发言权，”她说。“品牌需要深入了解他们的社区在说什么，仔细倾听，不再在重要话题上保持中立。没有社区，品牌就一无是处，社交媒体的使用推动了以社区为基础的方法的发展。

　　“品牌必须利用这些渠道来建立和维持关系。投资于社区的成员并促进内部和外部利益相关者的成长和理解将为数字营销人员提供优势并塑造 2023 年战略的关键见解。”

　　然而，一些评论员指出了社区营销和影响者营销之间的区别。Hub24 集团营销和传播主管 Anne McDonnell 提倡真正的品牌支持者而不是付费影响者。

　　“在网红营销大量兴起的背景下，我认为我们会看到真正的网红崛起。就像好莱坞电影中的付费宣传片一样，消费者已经接受了付费影响者模式，虽然他们会在网上搜索信息和教育，但他们希望它是真实的，”她建议道。“提供巨大价值和客户体验的公司将期待他们的客户通过在线渠道宣传他们的产品和服务。”

　　Meltwater 亚太区营销总监 Upali Dasgupta 预计，营销人员将在 2023 年继续与有影响力的人合作。但他也认为，有影响力的人营销正面临路线调整，因为消费者对品牌内容的数量感到厌倦，开始不信任影响力。

　　“更多的营销人员将开始扩大他们对影响者的尽职调查，包括审查影响者参与的其他合作伙伴关系的数量，以及他们发布赞助内容的频率，”他预测道。“这意味着我们可能会看到向尚未拥有众多合作品牌的纳米影响者迈出一大步，或者我们可能会看到营销人员利用利基市场和通常封闭的社区来寻找拥护者。”

　　相比之下，奥美的 Davey 预测，从 2023 年起，影响者营销将越来越多地被 B2B 所接受。“这将迫使许多 B2B 品牌彻底改革他们通常被忽视的社交渠道，并重新设计他们的社交形象，”他预测道。

　　10. 关注消费者福祉至关重要

　　消费者在 2023 年的支出也将减少，这一事实促使 Getty Images 亚太区创意洞察负责人 Kate Rourke 重申内容和创意的真实性是品牌明年的最佳前进方向。

　　“根据 iStock 的 VisualGPS 洞察，消费者对生活成本上升的担忧，再加上处于历史最高水平的通货膨胀，反过来又增加了对我们福祉的关注和优先次序，”她评论道。“到 2023 年，数字营销人员应该将真实性置于愿望之上，以便与大多数支出较少的澳大利亚人建立联系。这意味着品牌需要通过改善客户福祉的体验来描绘他们的产品；同时承认他们正在经历并将在明年继续面临的问题和担忧。

　　“这不再是为了展示重要的里程碑。数字营销人员应该关注我们日常体验的成功，这些体验可以改善我们的幸福感，并选择能够描绘真实人际关系和情感的视觉效果。”

　　同样，The Works 社交主管 Emelie Lundberg 强调了 2023 年社交媒体的真实性。-瞬间捕捉，”她说。

　　“许多公司面临的挑战将是如何决定在这个不断变化的环境中代表自己，以及他们将采用什么样的个性来保持其品牌身份。消费者希望与他们互动的品牌建立联系，因此向消费者展示共同的价值观和生活方式非常重要。这种向更真实内容的转变是人们感受到的心理健康问题的结果，这不仅来自社交媒体上完美的压力，还来自大流行病。”

　　

　　21 digital marketing predictions for 2023

　　CMO has collated the opinions of marketing chiefs, agencies, industry thought leaders, adtech, martech, media players and more to bring you an assortment of hefty digital marketing predictions for the new year

　　Will the metaverse soar in 2023? What impact will the downturn have on marketing budgets and effectiveness? Are marketers prepared for the final demise of cookies? Can attention really flick the switch away from linear TV to BVOD? Will environmental ethics finally come to the advertising supply chain? Can we assume consumers will even trust brands enough to share data in the face of this year’s cybersecurity attacks?

　　CMO has canvassed a wide array of predictions from across the industry and waded through tens of thousands of words to find out what’s on the cards for digital marketing in 2023. Here’s what we discovered.

　　1. Marketers forced to do more with less

　　A general belief across industry thought leaders is the need for marketers to do more with less. Which means reassessing, realigning and rebuilding foundations in order to be smarter about marketing.

　　“If the last few years have taught us anything, it's that 2023 is going to be packed full of surprises. None, though, should come from your marketing team,” advises Shippit CMO, Brett Chester. “Marketers should have a twofold focus in the year ahead: Solidify your foundations and do more with less.

　　“As an urgent exercise, marketers should explore underlying logic supporting the growth aspects of their businesses. For example, marketing automation and scoring programs should be audited to ensure they are delivering quality and quantity leads to sales teams. This back-to-basics approach will help do more with less but is only half of the battle.

　　“So simultaneously, while expecting budgets are going to decrease year-on-year but goals and targets are increasing, get your spreadsheet wunderkinder to run retrospectively and expose all insights possible from your 2022 campaigns. They should clearly define the results you should expect if improvements can be identified then realised, and what your reinvestment theses should be. From there it's all about execution - the easy bit, right?”

　　Tecala marketing manager, Jemma Healy, agrees doing things smarter, faster and better is the imperative for Australian marketers looking to thrive in 2023.

　　“Marketers will leverage automation to increase efficiency, performance and profitability, as well as gain real-time meaningful data insights,” she predicts. “With talent resource shortages and economic uncertainty, it’s more important than ever to empower employee productivity and improve job satisfaction. The combination of gaining access to real-time valuable data insights, as well as automating mundane, repetitive and tedious tasks, will empower marketing teams to focus on more creative and strategic initiatives that can drive agile marketing campaigns and messaging that will resonate deeply with differing client needs.”

　　BlackLine chief marketing and strategy officer, Andres Botero, flags digital agility as a must amid rising inflation rates, tight labour markets and slowing macro-economic conditions. “You need to meet prospective customers where they are and provide varied ways for them to consume your message – from the classic webinars to snackable content like videos and thought-provoking social media posts,” he says.

　　“Test and evolve how you get your buyers’ attention. Show you respect your audience’s time by delivering value at every touchpoint. Limited resources mean you can’t do everything, so find and invest in what delivers the best results.”

　　In a similar vein, GoCardless marketing manager, Emily-Jane Shurey, sees diligently curated account lists as absolutely vital for B2B teams. “When every marketing dollar is being scrutinised and must show clear ROI, working together with sales to build a list of great fit accounts will focus your attention and your budget,” she says.

　　2. Environmental ethics come to the fore in the ad supply chain

　　Reducing environmental impact has become a board imperative as customers and stakeholders demanding organisations operate more ethically. Sustainability and carbon emissions will be an additional metric CMOs need to consider in their own supply chain in 2023 and beyond, forecasts Scope3 head of JAPAC, June Cheung.

　　“CMOs will come under greater pressure from their boards to drive sustainable digital advertising practices, not only because it is the right thing to do but because it is driving business performance,” she says. “More CMOs will discover reducing carbon emissions actually delivers better media ROI and performance so will look for agencies who can deliver more effective and carbon-neutral advertising.”

　　Scope3 and Ebiquity research recently showed 15.3 per cent of advertising spend is wasted on inventory creating no value but generating excessive amounts of carbon emissions. Similarly, a Dentsu and Microsoft study found 84 per cent of global consumers more likely to buy from companies practicing sustainable media advertising.

　　Nuance Communications senior VP of intelligence engagement solutions, Tony Lorentzen, ties this to the broader theme of doing more with less. “Saving costs and doing so sustainably is no mean feat, and will result in organisations relying on automation, cloud and digital channels to continue delivering a seamless customer experience,” he says. “Automated customer interactions will see a boost next year, while behind-the-scenes organisations will use automation to create better workflow for live agents.”

　　3. Even the laggards will invest in first-party data capability

　　No one is any doubt first-party data is a centre of gravity for brand as the power of third-party data and cookies wanes. Yet clear many organisations still haven’t got their first-party ducks in order. Deloitte’s 2022 Global Marketing trends report shows primarily high-growth companies have shifted to a first-party data strategy so far.

　　However, the downturn pressure is finally going to see CMOs in mid to large organisations getting first-party data foundations in place in 2023, says n3 Hub business development director, Stephen Schwalger. A big investment here will be customer data platforms (CDP).

　　Forbury has already noticed a leap in direct and untraceable traffic due to extended privacy laws and settings, affecting reporting capability, head of marketing, Rebecca Emslie, reports. “Necessity is the mother of invention and in 2023 we’ll be exploring cookie-less tracking and expect to rely heavily on and further leverage first party data. The writing may be on the wall with these changes, but better to be aware than getting caught with a hand in the cookie-jar,” she says.

　　In a context where an “astounding” 86 per cent of Australian consumers want brands to make use of only first-party data when delivering personalised experiences, Twilio regional VP A/NZ, Kristen Pimpini, also sees CDP uptake strengthening.

　　“Many companies will take this a step further, by combining their CDP with their contact centre. Due to real-time data flowing between the two, marketing campaigns automatically become more tailored and are optimised over time,” he says.

　　Lexer CEO, David Chinn, sees online learnings carried into physical stories as data silos continue to break down across the entire omnichannel experience. “Data will be democratised so employees all have access to the same insights, regardless of where they are interacting with customers. I can see a not-too-distant future where the physical in-store experience is starting to feel as personalised as the ecommerce experience is today,” he says.

　　4. It's about zero-party as well as first-party data

　　It’s not just first-party data requiring attention. Many point to zero-party, or consent-based data, as an ever-critical facet of the value-based data exchange and transparency consumers demand today.

　　“Brands are looking at new ways for their audiences to willingly share data. But understanding the importance of first-party data is only half of the equation to creating satisfactory customer experiences,” says RMIT Online director of marketing and student acquisition, Anshu Arora. “Having a well-structured and comprehensive zero-party data collection solution in place will go a long way in helping companies bridge this gap in a cookieless world.

　　“When customers provide information to a company voluntarily, the relevant, qualitative and accurate information allows for higher personalisation and better customer experiences. For example, we’re seeing a number of brands lean more into online quizzes and surveys, social media polls, downloadable such as research reports and ebooks. The challenge for 2023, is that it requires trust and direct access to consumers.”

　　With consumer journeys no longer binary and occurring across a multitude of channels, Lightspeed senior director of global marketing, Simon Le Grand, says marketers able to capture, track and leverage valuable data in a consensual, privacy-compliant way will be able to build stronger customer profiles. “Those businesses able to use these insights and build a robust omnichannel marketing strategy that delivers an exceptional customer experience will come out on top in 2023,” he says.

　　Wunderkind country manager, Jamie Hoey, is already witnessing significant reduction in the reach, effectiveness and revenue performance of one-to-one retargeting via typical paid channels.

　　“By utilising sustainable first-party and zero-party data practices, and prioritising respectful one-to-one communications with consumers, brands can put themselves in pole position to make digital gains in 2024,” he says. “But to capitalise on this growth in revenue, customer loyalty and lifetime value terms, it’s clear the next year will need to involve a tectonic shift in how marketers currently target, segment and engage with their audiences.”

　　Examples of zero-party data from WLTH head of marketing, Marco Zande, include interactive data collection methods such as surveys, polls and calculators. The latter has been used to great effect by the mortgage lending industry to help potential customers ascertain their borrowing capacity.

　　“Marketers need to make it a win-win transaction,” Zande says. “In exchange for some volunteered information, we can provide leads with useful content such as discounts, newsletters, ebooks and whitepapers.”

　　5. Marketers must confront data privacy, transparency and governance

　　When it comes to digital marketing, there’s one word that should be dominating the CMO’s thoughts in 2023 for InMobi’s VP and GM A/NZ, Richard O’Sullivan: Privacy.

　　“Now the Privacy Legislation Amendment Bill 2022 has passed both Houses of Parliament, it will mean markedly heavy penalties for a serious or repeated breach,” he warns. “This is a fairly hefty Sword of Damocles hanging over the heads of CMOs when reduced addressability due to the imminent demise of third-party cookies and Apple’s IDFA means first-party data, with its own inherent privacy risk in terms of consent and usage, becomes increasingly important.

　　“I believe we will see two camps emerge. There will be those marketers who lean fully into the new privacy-by-design landscape and create robust pathways to leverage first-party data for personalisation. Then there are those for whom the uncertainty feels a bit too white knuckle and who lean back and explore a more contextually driven approach.”

　　In complement, marketing teams have a responsibility to actively help improve data transparency and governance. If the recent cyberattacks across Australia have taught us anything, it’s the threat of customer data breaches is only going to grow as cybercriminals hone tactics and techniques. Cydarm Technologies head of revenue, Jill Taylor, puts it bluntly: The devastating effects of the “weaponisation of consumer data by cyber criminals will continue in 2023.”

　　“Marketers working in organisations that handle large amounts of personally identifiable information will win against their competitors in 2023 by making a distinction between cybersecurity and privacy efforts,” she says. “Those well-versed in cybersecurity will already be aware effective privacy is a result of strong cybersecurity in an organisation. While traditionally the cyber team have been labelled a ‘cost-centre’, 2023 will continue the mindset shift to cybersecurity as a revenue enabler.”

　　Taylor admits this is no easy feat. “Focusing on communicating uplifts or improvements with statements around the percentage increase in headcount with a security team, or increases in cyber budget in a fiscal year, can be highly effective to help improve consumer trust,” she advises.

　　“Additionally, encouraging and highlighting involvement in activities improving their industry’s or Australia’s cybersecurity efforts will align with a ‘good corporate citizen’ strategy without giving away sensitive information.”

　　Businesses must understand what personal data is being retained, where it is being stored and who has access to it, Talend senior marketing manager A/NZ, Nadine Lafleur, says. “You need to be cognisant of how you're using data, where it's going, and why, and encourage employees to treat data like a currency,” she echoes. “When data across the organisation is healthy, it's easy to drive your objectives with data.”

　　Risk and compliance are becoming comprehensible to marketers as channels proliferate and brand risk escalates, posits Monday.com industry lead marketing, creative and advertising, Gavin Watson.

　　“CMOs and risk officers need to increasingly work together to protect their brands,” he says. “We expect to see far greater focus on risk and processes related to content approvals and compliance in the new year, as brands install the right mechanisms to avoid mistakes in branding and deploy solutions that give smaller teams autonomy without the weight of a potential breach hanging over them.”

　　6. Data clean rooms gain popularity

　　As brands look to harness first-party data as well as augment safe second-party exchange, there needs to be a trusted way of exchanging this data. Enter data clean rooms (DCRs).

　　“Data ‘clean rooms’ will become prevalent as a way to manage first-party data-sharing partnerships between brands and their business partners,” predicts Ogilvy chief experience officer A/NZ, Jason Davey. It’s the same story from Amperity area VP, Billy Loizou.

　　“Data clean rooms aren’t perfect. However, they do supply marketers and advertisers with access to information they otherwise wouldn’t have,” he says. “As privacy rules become stricter, DCRs will skyrocket in popularity. In fact, recent predictions indicate by 2023, 80 per cent of advertisers with media buying budgets over $1 billion will use DCRs.

　　“However, a DCR is only an extension of a first-party data strategy. Connecting a CDP to a DCR allows first-party data to be anonymised and analysed alongside third-party sources. A CDP can also receive data from the DCR in the form of segments or targeted audiences it can then share with connected marketing platforms for activation.

　　“Think of it this way: You can use Venmo or PayPal without a checking account attached to it, but it’s a much better experience, with better outcomes, if they are connected.”

　　InfoSum GM A/NZ, Richard Knott, sees marketers reviewing data sharing practices and re-evaluating their approach to collaboration in 2023. “While marketers will prioritise data collaboration and direct relationships with media partners, they will need to unlock these opportunities without moving consumer data out of their environment. This will allow these organisations to tap into rich datasets and reach high-value audiences, while minimising the risk of exposing sensitive consumer data to potential breaches,” he says.

　　“Data clean rooms will be the next frontier to facilitate both, and it will be accelerated with solutions like Google PAIR.”

　　7. Hyper-personalisation gets a sense check

　　Even as the zero-party and first-party data frenzy continues apace, a few predict hyper-personalisation will lose some sheen in 2023. Vistar Media MD APAC, Ben Baker, is one of them.

　　“Going forward, marketers will have to come to terms with the fact a one-to-one level of granularity is not necessary, nor desired by consumers, to run effective digital campaigns,” he claims. “Hyper-personalised, individual targeting will give way to cohort or audience targeting, and campaigns will once again be designed around anonymised cohort data rather than insights into the individual.

　　“The personalised insights resulting from social media profiling and cookie-based data have lured brands to disproportionally skew their marketing mix towards one-to-one targeting such as digital advertising to devices. But as brands scale back this approach, many avenues are regaining relevance, such as the digital out-of-home media channel, due to new abilities to produce meaningful, anonymised data that still drives value for the business.”

　　But there’s still plenty of scope for personalisation in B2B, according to Sana Commerce CMO, Jeroen Kuppens. “We’re seeing B2B organisations increasingly acknowledge ERP-integration as a useful feature within their Web stores, since it allows for more impactful analysis of data,” he highlights.

　　8. Creators become absolutely critical to brand trust

　　As consumers continue to demand value and trust in the exchanges they have with brands, creators and authentic content have taken centre stage.

　　“We are moving to a world where we will only buy brands, products and services we trust. We will only buy from people we trust,” Impact.com MD APAC, Adam Furness, stresses. “For younger consumers in particular – and remember the spending power of Gen Z is on the increase – the people they trust are creators with whom they feel an affinity.

　　“We’ll see brands putting even more emphasis on their creator marketing efforts, putting more value on long-term relationships with creators, and exploring new opportunities to use creator marketing, such as in the metaverse and other emerging channels.”

　　To help, Furness recommends CMOs focus on balancing rapid test-and-learn as more creators are brought into the marketing mix. Bazaarvoice managing director, APAC, Kate Musgrove, is another who sees brands relying on the creator economy to grow their share of voice (SOV) and connect with consumers in 2023.

　　“It will be the ‘everyday creator’ whose values and content aligns with the audience and brand that will enable a greater understanding and more authentic connection to their offerings,” she predicts. “To develop truly authentic and engaging content, there needs to be a greater focus on letting these creators put their own spin on content, rather than directing them on what to do. This type of authenticity, along with experience, is sure to be successful for consumers who are yearning for a deeper connection when shopping.”

　　9. It’s about community authenticity, not influencers

　　Fiverr chief marketing officer, Gali Arnon, takes the concept even further, suggesting it’s power of community that will be the CMO’s superpower in 2023.

　　“With society being highly fragmented due to the pandemic, and societal issues like gender equality, LGBTQ+ rights, and geo-political issues, consumers expect more from brands and want them to have a voice in these conversations,” she says. “Brands need to tap into what their communities are saying, listen carefully and no longer remain neutral on important topics. A brand is nothing without its community, and the move towards a community-based approach is fuelled by the use of social media.

　　“Brands must utilise these channels to forge and maintain relationships. Investing in your community’s constituents and facilitating growth and understanding for stakeholders both internal and external will give digital marketers an edge and shape key insights for 2023 strategies.”

　　Yet several commentators mark a distinction between community and influencer marketing. Hub24 head of group marketing and communications, Anne McDonnell, is an advocate for authentic brand supporter over paid influencer.

　　“On the back of the prolific rise of influencer marketing, I think we’ll see the rise of the authentic influencer. Like the paid promo spots in Hollywood movies, consumers have caught on to the paid influencer model, and while they will be searching for information and education online, they want it to be authentic,” she suggests. “Companies that deliver great value and customer experience will look to their customers to advocate for their products and services through online channels.”

　　Meltwater marketing director for Asia-Pacific, Upali Dasgupta, expects marketers to keep working with influencers in 2023. Yet he’s also of the opinion influencer marketing is facing a course correction as consumers start to distrust influences due to fatigue with the amount of branded content.

　　“More marketers will begin expanding their influencer due diligence to include vetting the number of other partnerships an influencer is engaged in, and how frequently they post sponsored content,” he predicts. “This means we could see a big move towards nano influencers who don’t yet have numerous brands they’re working with, or we could see marketers tapping into niche and often closed, communities to find advocates.”

　　In contrast, Ogilvy’s Davey predicts influencer marketing will be increasingly embraced in B2B from 2023. “This will force many B2B brands to overhaul their – typically – overlooked social channels and redesign their social presence,” he predicts.

　　10. Focusing on consumer wellbeing is paramount

　　Consumers are also set to be spending less in 2023, a fact which prompted Getty Images head of creative insights, Asia-Pacific, Kate Rourke, to reiterate authenticity in content and creative as the best way forward for brands next year.

　　“According to iStock’s VisualGPS insights, consumer’s concern on the rising cost of living, compounded by inflation being at an all-time high has in turn increased focus and prioritisation on our wellbeing,” she comments. “In 2023, digital marketers should prioritise authenticity above aspiration to connect with the majority of Aussies who are spending less. This means brands need to picture their offerings through experiences that improve their customers' wellbeing; while acknowledging the problems and concerns they are experiencing and will continue to face over the course of next year.

　　“It is no longer about showing the big milestones. Digital marketers should focus on the successes of our everyday experiences that improve our wellbeing and opt for visuals that portray genuine human connections and emotions.”

　　In the same vein, The Works head of social, Emelie Lundberg, emphasises social media authenticity in 2023. “The continued rise of TikTok and BeReal has shown a shift in audience's preferences, from curated picture-perfect content to more real, raw and in-the-moment captures,” she says.

　　“The challenge for many companies will be how to decide to represent themselves in this shifting landscape and what personality they will adopt that remains true to their brand identity. Consumers want to relate with brands they interact with, so it’s important to show shared values and lifestyles with the consumers. This shift towards more authentic content is a result of the mental health issues people are feeling not only from the pressure of being perfect on social media but also from the pandemic.”

　　版权归原作者所有，如有侵权请后台联系我们，我们将第一时间处理

　　

　　类似报告、手册

　　您可以在公众号内搜索更多报告，手册，书籍，PPT设计等：

　　

　　独家出品