When it comes to marketing, the old adage couldn’t be more true: If you fail to plan, you plan to fail. The new year is the perfect time to make a plan for how you’re going to level up your strategy, including any resolutions you want to commit to.
Changing the way you think about your marketing strategy, from marketing mix to marketing measurement, can be hard, but it is worth it. In this blog, we reveal 10 top marketing priorities you should consider working into your strategy in 2023.
1. Test into (the right) channels
If you don’t test into new channels, you could miss out on marketing tactics that are more effective than what you’re doing and expose you to audiences you wouldn’t have been able to access otherwise. However, we know that every dollar counts in 2023 when profitability is top of mind for every marketing leader.
Test into emerging channels like OTT, TikTok, and more, but make sure to do it in a methodical manner. Before you test, set benchmarks to gauge test performance, and regularly monitor the performance of your test so you know whether a new channel is helping or hurting your efforts.
2. Audit your marketing measurement
Are you able to track all your channels and see their combined impact on your bottom line? Do you know which channels are worth the investment and which ones are draining your budget? Do you know whether any of your channels are redundant in terms of audience impact?
Without a holistic measurement platform, you risk having a half-baked view of your marketing effectiveness that doesn’t truly tell you what’s working and what’s not. In 2023, invest in marketing measurement that’s based in first-party data collection, and can show you the impact of all your channels, online and offline, including social, search, display, and beyond.
3. Read up on data privacy legislation
Lawyers and data privacy experts aren’t the only professionals that need to know about data privacy laws. From high-profile data privacy regulations like the GDPR and CCPA to other state-level standards, data privacy laws are important to understand not only because their noncompliance can lead to costly fines for brands that disregard them, but also because they help uphold fundamental privacy rights for consumers.
In 2023, hold yourself and your company accountable to the highest standard of data handling possible, including treating customer data with care, being clear about how data is used and who has access to it, and providing a clear way for consumers to ask questions about the data you store on them and even revoke access to it if they wish.
Even if you’re not required by law currently to do all of these things, it’s still a data best practice to treat your customers’ data respectfully. Not to mention the possibility of a federal data privacy law in coming years is very real.
4. Try SMS marketing
As you test into new channels, consider reaching your customers where they’re most likely to see it and most likely to respond—by text.
SMS marketing is more applicable than ever because of its ability to personalize messages and its high open and response rate. As with any new channel, make sure you have a way to track the impact on your bottom line so you can adjust your strategy as needed and scale SMS marketing the smart way.
5. Create better content with less effort
Content is and likely still will be relevant for years to come. In 2023, invest in creating quality content across all the channels you’re active on, from your blog to your TikTok account. And while you’re at it, leverage the advancing power of AI to make content creation easier. If you’ve tested out the capabilities of GPT-3, you know that the content it produces can be dry and repetitive, but you can still leverage in other ways, such as drafting outlines to work off, suggesting tagline and headline ideas that you can edit, writing basic descriptions and more.
6. Understand and leverage zero-party data
You gather data on your customers in multiple different ways, but have you tried gathering zero-party data? Essentially, this means gathering information directly from your customers and could include how they found your company, which of your marketing messages are resonating with them, their thoughts on your products or services, and more.
7. Leverage multiple measurement methodologies
The marketing measurement space can be crowded and confusing, to put it lightly. MMM or incrementality? Is MTA dead? What’s going to give you the full picture of marketing effectiveness? In 2023, change your thinking from a methodology vs. methodology approach to leveraging multiple types of marketing measurement where they’re most applicable.
Better measurement gets you closer to all your marketing goals
As you plan out your 2023, remember that having a solid marketing measurement strategy and platform isn’t just a good goal in itself, but can help you in all of your other marketing plans.
Talk to Rockerbox today about how better marketing measurement can help you have a more effective, profitable 2023.