Digiday spoke with six marketers — we contacted over 25 but few were available, pushing off the request, citing late Q1 planning with the unpredictability of the economy — to get their goals and what they’ll be focused on next year. Here’s what marketers are hoping to change in 2023:

Consistent measurement

It should come as no surprise that marketers want better measurement in 2023. Proving out the effectiveness of ad budgets has always been important — and difficult — and it’s only gotten more so following privacy the changes following the iOS 14 update.

“[Measurement is] the crux of all the problems,” said Zola CMO Victoria Vaynberg. “The sheer number of platforms and their shortcomings — it’s increasingly hard to understand the effectiveness of any campaign.”

Vaynberg continued: “That coupled with trying to drive performance metrics and brand growth, all those things come back to measurement. It’s really challenging and it feels like there’s no standard in the industry. That’s the one thing I hope can evolve the most next year.”

The economic uncertainty as well as the ongoing privacy changes and its ripple effects certainly factor into marketers’ top desire to improve measurement in the New Year.

“We’re heading into a year with a lot of uncertainty, and it will be critical for marketers to be able to credibly connect the dots between marketing actions and business outcomes,” said Mastercard CMO Raja Rajamannar. “It will not only help prove ROI to the C-suite, but also prove that turning down marketing investments will adversely impact the business.”

When asked what she hopes will be better in 2023 with measurement NHL CMO Heidi Browning quipped, “Everything” adding that, “this year will be interesting as our industry adapts to the changes in technology and privacy laws. We also need consistent measurement and ROI case studies to validate our investment in the creator economy.”

Metaverse and Web3 ambitions

Improving measurement and justifying ROI also factors into newer investment opportunities like that of Web3 and the metaverse, two topics that marketers expect to continue to be buzzy next year.

“2023 will be an important year for establishing effective measurement of nascent platforms and technologies — like the metaverse,” said Rajamannar. “This is critical for us to understand our impact and to consider future investments as part of a broader marketing mix.”

For now, marketers say they are committed to exploring Web3 and the metaverse — though whether they intend to actually do so remains …read more

Source:: Digiday