Navigating the Winds of Change: My Take on Marketing in 2023 and Beyond
2023 has been a bit of a crazy year in marketing. In this article, we’re looking at all the shifts reshaping how marketers work and key insights informing our approach to marketing.
A standout phenomenon over the last year has been the advent of AI. In November 2022, OpenAI launched ChatGPT. Now, there hasn’t been a technology I’ve seen that – in the first six months of release – three generations of family have adopted. But AI’s influence doesn’t end with ChatGPT. More than that, the emergence of tools like Midjourney and innovations in image and music generation are revolutionising marketing. While we’re just beginning to see these changes, 2024 is the year when AI transformations will really start taking fruition.
Data and personalisation are also taking centre stage. As we transition to a cookieless future, the importance of first-party data is skyrocketing. For businesses, this means a renewed focus on developing robust demand-side platforms and CRM systems. The goal? To collect rich first-party data for targeted, timely, and relevant marketing that minimises friction and maximises personalisation.
Another significant trend is social commerce, particularly among younger demographics. Platforms like TikTok are becoming hotspots for news dissemination and shopping. For businesses targeting these audiences, presence and engagement on these platforms are crucial. However, this comes with challenges, as control over data is limited, and platform rules can change.
In contrast to these digital trends, I also advocate thinking outside the box. As everyone flocks to AI and social commerce, consider underutilised channels and strategies. How can you think differently? Could traditional methods like printed magazines, direct mail, or even hyperlocal programmatic advertising offer a unique edge? Find your audience and offer really personalised communication. Personal, direct approaches can be surprisingly effective in a digital-dominated world.
This brings me to my final point: sales. While AI solutions like gong.io are transforming sales processes, there’s an undeniable charm and effectiveness in traditional, ‘old school’ methods – and they come without the crowded market. It may seem absurd, but when done with a genuine value proposition, door-to-door sales or cold calling can yield impressive results, as we’ve experienced at Pure. Some of our biggest clients have been acquired through this method precisely because nobody’s doing this stuff anymore. With everything in marketing, it doesn’t matter if it’s old school or the latest technology. It’s about value exchange, personalisation, and lack of friction. In a landscape dominated by digital solutions, these personal touches stand out.
So, in summary, I think adopting new technologies for marketing is brilliant! It helps push boundaries and automate time-consuming tasks. But combined with that, there’s real value in looking at what other people aren’t doing. As I’ve said in previous articles, zig when everyone else is zagging – and think BIG picture. My biggest mistake when starting Pure SEO was only thinking locally and having the .co.nz. We bought the .com several years later for thousands of dollars, but it was a mistake not thinking big from the start.
The bottom line:
whether it’s leveraging AI, revisiting traditional marketing methods, or a combination of both, the key lies in a value-driven, personalised approach with minimal friction. As a marketer, especially in a vibrant place like New Zealand, thinking big picture is essential. The world is your oyster, so think globally. With the right strategies, you can reach audiences far beyond your expectations.
