Trends and stakes for marketers in 2023. How to build a plan?

1. DIGITAL ASSETS FOR
MARKETING
STRATEGIES IN 2023

2. BELIEVES
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Digital Assets for Marketing Strategies in 2023
Focus on telling the story
Despite strong market perturbations, the “WHY” should still
be the focus instead of the “WHAT” (the product or service)
Avoid justification pit (supply delays, inflation etc.)
Responsible Consumerism
Adapt / change products or services to a real purpose
Banish green washing
Competition everywhere
New actor are rising and strong one are diversifying
Market watch and innovation are more than ever critical

3. 3
BATTLES
Repeated priorities change
Uncertain times to take
strong decisions
Economic cycles accelerate
Struggle with delivery limits
Increasing costs due to
inflation, shipments, China
lock downs..
Impacts on client experience
Proof of strategy
efficiency
Sales or traffic KPI?
Omnichannel measurement
Social and influencers
Usual constraints
Regulation and compliance
(RGPD..)
IT Investments (legacy
compatibilities..)
Digital Assets for Marketing Strategies in 2023

4. 4
Assess and/or change suppliers
Develop new partnerships
Re-locate production plants / facilities / offices
Sales Marketing Alignment (Smarketing)
Implement Account based marketing (B2B
companies)
Deploy a client experience fueled by Data through IA
Develop a personalization offer
Launch and test new techs (budget limited)
Consider Direct to Consumer sales (industrial B2C
companies)
Strategic organization based Tech and Data based
Digital Assets for Marketing Strategies in 2023
OPPORTUNITIES

5. AI to leverage huge data flows
Products / Offers customizations
User journeys and experience
Rise of New Social medias
TikTok
Twitch , Discord…
DIGITAL TRENDS
B2C
B2B
LinkedIn platform
Algorithm updates
Events and new features
Digital learning
Dedicated academy
Sponsored courses
Visual content is the new standard
Short films or posters internal factory
Experts or key people enablement
Time to REX for Metaverse / Web 3.0
Gaming scenarios
Target specific populations
Workplace connections
NFT initiatives
Payment outburst
Security use cases
The Internet of Everything
(City, IoT, Health..)
Data everywhere
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Digital Assets for Marketing Strategies in 2023

6. MARKETING DIGITAL FOUNDATIONS
Customer Data
Platform
Digital Experience
Platform
Sales Customer 360
Loyalty
Content / DAM
CMS
Campaign
Payment
Marketing
automation
Commerce / OMS Contact Center
Products / catalogs
PIM
Analytics
SEO / SEM
Social Media
Management
Ad tools
Data Acquisition Surveys
“Foundations like your website, SEO, email, social media, digital ads, community management and reputation
management will disproportionately contribute to your results” *
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Digital Assets for Marketing Strategies in 2023
* Krista Neher on Forbes 15/11/2022

7. 7
BUILD A BALANCED PLAN
Innovation & disruptive techs
Results growth
Key Areas Exploring Areas
Foundations
Optimizations
Effort
Selected
for 2023
Abandoned or
postponed
Digital Assets for Marketing Strategies in 2023
Potential detections

8. THANK YOU
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