In the spirit of community and learning from each other, the AMA DFW Board of Directors would like to continue the discussion started recently at our January Executive Luncheon around 2023 trends. From AI to customer experience, there are undoubtedly major drivers that Metroplex marketers will have to navigate this year. 

Let us know your thoughts and how these topics impact you. We also always love a healthy debate!

Customer service should not feel like an afterthought

Efforts invested to drive customers through the top of the funnel are necessary in marketing.  However, failing to provide even the most basic level of customer service, product quality, or a respectable experience can birth customer thoughts of investing precious resources and time elsewhere. According to 2022 customer engagement research by Salesforce, 88% of customers believe customer experience is as important as products. We must pay attention to the value of customers. As economic challenges continue for many, each experience a customer has with a business or product could decidedly be their last. –Angela Neal

ChatGPT opens a new chapter for content creators 

AI-powered content creation and copywriting software aren’t new—just look at Jasper, Copy.ai, and others. But what’s most remarkable now with the advent of new generative AI like ChatGPT is the accelerating pace at which these tools are evolving. Despite lingering bugs, inaccuracies, and ethical questions around AI, there’s no doubt it’s changing expectations around how to do “more, better, faster.” Content creators who understand how to use AI to their advantage for brainstorming, research, and more and then balance that insight with solid writing fundamentals that machines can’t replicate—like inserting emotion-driven, human-centric stories and future-looking thought leadership—will be the ones who come out ahead. As I recently heard, “AI won’t take your jobs, but people using AI will.” –Melissa Chadwick

Changes to online measurement in the world of consumer data privacy

The fight between Apple, Facebook, and Google over consumer data has reached a fever pitch.  Apple now gives users the ability to block Facebook’s tracking pixel, Facebook has to repair trust issues with its users and adopt new ways of counting conversions, and Google wants digital marketers to adopt a whole new GA4 measurement system that has to use machine learning to fill in the blanks on online behavior when users opt out of cookies and tracking. Advertisers are hustling to explain technical changes in measurement capability to boardrooms who got used to our past reporting capabilities and expect the same bottom-line results. The fact that more platforms offer users the ability to opt out of tracking has huge downstream effects on business growth questions like: will I be able to measure the real number of users on my website or app if some of them have opted out of tracking? How much longer of a runway do we need on our go-to-market plan, now that we can’t find our ideal buyers as easily online? This larger number of advertisers fighting over a smaller and smaller pool of reliable targeting parameters—is that why my costs-per-click are so high? Can we still secure the new investment our company needs, even though we need more ad cost than before to find the same number of customers in the market? The superficial problem is that the relationship between advertisers and consumers is broken, and both government policies and consumer sentiment are against the idea of being tracked without consent…but the deeper problem is, how do advertisers repair that broken relationship and get back to the basics of finding customers in a moment of need, and solving that need in a joyful way? Expect an increased emphasis on first-party data (oh hey, email, we missed you), partnerships, and strong creative testing. –Jeff LeBlanc

Human-centric marketing at the forefront of strategies and tactics

Marketing approaches are more human centric and the truth behind most brands’ stories is the focus on connection, understanding, perspective, and empathy. The authenticity in this form of marketing leads to this trend that speaks to the humor, truth, and relatability that many can experience with each other. People need brands that care and can accept them during all of the many stages of their lives. There have been campaigns on every humanistic feeling a person goes through and the seasons of life that they are in. I like the Snickers “Don’t Post Hungry Campaign,” because it speaks to the thoughts and behaviors of many people on social media posting while being emotional. They are scrolling, posting, and may also be hangry at the same time. This connects to the fact that their audience is understood and not alone with their behaviors and the brand, Snickers gets them. They get their anxiousness, curiosity, impatience, or reactions because of complicated relationships with others. This is a conscious move to make in 2023, and many brands on Instagram and other platforms are following this trend. People want to really be heard and their pain understood. The connection can even come from the fact that their favorite chips are no longer available, and the brand does something humorous to emphasize that they made a mistake to fix the chip’s dilemma. This trend and these tactics are the natural approaches that should happen with the consumers at the center of all efforts for 2023 and beyond. –Shernay Wormley

Should you be targeting the Hispanic Market? 

Hispanics are the largest among the ethnic consumer groups in America and in Texas. They are known as the super consumer due to their $1.7 trillion consumer spending power. Small businesses and corporations alike may believe that all they need to do to start marketing to Hispanics is simply advertise in Spanish. However, is that really true? 

Oftentimes the marketing campaigns then generate a low ROI and is one of the leading reasons why business leaders simply abandon the Hispanic demographic altogether. They walk away saying “we tried.” So what happened? –Trinidad Aguirre

Doing more with less

An efficient option to help keep marketing budgets under control is to do more with less. What does this mean? Consider engaging employees, family, friends, or even small agencies in marketing efforts. Naturally, a reduction in costs is expected and the benefits are priceless. Imagine the benefits of celebrating the talents of employees behind and in front of the camera, and even capturing a “real life” human experience of friends and family on a shopping trip. Champion “doing more with less” by further promoting community marketing, and providing diversity in marketing content with story-driven visualizations of customers, products, and services. It’s also a great time to reassess the marketing technology stack, and fervently monitor consumer signals. –Angela Neal

Interested in more trends and insights? Check out the AMA DFW blog for regular updates and posts from area marketing thought leaders.