2023 has proven to be the year of radical change inmarketing. Artificial intelligence (Al)is becoming moreintegrated, tight margins mean more trips to the ChiefFinancial Officer(CFO) to scrutinize the budget, and
cookies are being phased out. To top it off, traditional paidchannels are getting more expensive and aren’t convertingas they used to,leaving Chief Marketing Officers (CMOs)wondering where exactly growth will come from this fiscal
year and beyond.
So what’s a marketer to do? A vear from now, the
companies that have hit their KPIs and increased revenuewon’t be the ones that relied solely on an expensive adstrategy or a complex marketing tech stack as in years past.Instead, the businesses that recognized and invested inthe untapped potential of their owned channels -the truehidden gem for customer acquisition and retention – willbe the ones that finished ahead of the pack.
2023 has proven to be the year of radical change inmarketing. Artificial intelligence (Al)is becoming moreintegrated, tight margins mean more trips to the ChiefFinancial Officer(CFO) to scrutinize the budget, and
cookies are being phased out. To top it off, traditional paidchannels are getting more expensive and aren’t convertingas they used to,leaving Chief Marketing Officers (CMOs)wondering where exactly growth will come from this fiscal
year and beyond.
So what’s a marketer to do? A vear from now, the
companies that have hit their KPIs and increased revenuewon’t be the ones that relied solely on an expensive adstrategy or a complex marketing tech stack as in years past.Instead, the businesses that recognized and invested inthe untapped potential of their owned channels -the truehidden gem for customer acquisition and retention – willbe the ones that finished ahead of the pack.
2023 has proven to be the year of radical change inmarketing. Artificial intelligence (Al)is becoming moreintegrated, tight margins mean more trips to the ChiefFinancial Officer(CFO) to scrutinize the budget, and
cookies are being phased out. To top it off, traditional paidchannels are getting more expensive and aren’t convertingas they used to,leaving Chief Marketing Officers (CMOs)wondering where exactly growth will come from this fiscal
year and beyond.
So what’s a marketer to do? A vear from now, the
companies that have hit their KPIs and increased revenuewon’t be the ones that relied solely on an expensive adstrategy or a complex marketing tech stack as in years past.Instead, the businesses that recognized and invested inthe untapped potential of their owned channels -the truehidden gem for customer acquisition and retention – willbe the ones that finished ahead of the pack.
While your website is crucial to this equation, it can’tdoall the heavy lifting alone. By establishing a solid interfacebetween owned and paid channels – creating a moreefficient and profitable system – brands can build aperformance marketing powerhouse. Embracing theseadjustments will position marketers for long-term success.
We partnered with Retail Dive to survey 100 senior
marketing leaders at retail companies to better understandhow marketers are adapting to these major changes andtaking advantage of their owned channels. The results-detailed in this report- provide a glimpse into how thesemarketing leaders are prioritizing significant shifts,alongwith insights on the most momentous struggles they faceand how they plan to approach performance marketing
moving forward.
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