Consumer expectations and habits of brands continue to change, fueling new marketing trends. Marketing communications professionals must keep pace and evolve their strategies and tactics. SmartBrief has asked several industry groups (and publishing partners) in the marketing industry to know what marketing professionals at brands and agencies know as he plans for 2023 as we enter the final months of 2022. I asked what to keep.
Latinos and Streaming
Horacio Gavilan, Executive Director, Hispanic Marketing Council
Latinos over-index streaming, spending 254 billion minutes consuming content because streaming offers a more authentic and diverse cast of stories than traditional TV.
Culture and language are closely linked and become important at different times. Therefore, for bilingual and bicultural segments, it’s important to understand what types of shows you want to watch in English and which shows you want to watch in Spanish. Using the metadata provided by streaming platforms, marketers can understand the importance of culture and language through programming, key segments, and key moments. This technology helps create a better and more customized experience for each viewer. For example, brands can offer digital exclusive content, original branded content, buyable ads, and sponsored content collections that can amplify their message.
It’s important for marketers to partner with Hispanic marketing specialists to ensure that the right content is delivered to the right audience, and that the content is relevant and engaging.
Use data to drive DEI
Dr. Felicia Blow, APR, 2022 PRSA Chair
Diversity, equity and inclusion will continue to drive the debate in 2023, and it’s important to influence and influence everything we do. This includes looking through his DEI lens including race, ethnicity, gender, sexual orientation, language, culture, religion, mental and physical abilities, class, and immigration status. PR professionals must reflect DEI’s values and communicate in a credible manner.
Micro-influencers are starting to change everything, too. Marketing/PR is more niche, targeted, and specific. All the more reason why it is important to adopt DEI.
To meet this challenge, we need data. Communicators need to assess the data drivers that drive their organization, including understanding audience and employee composition. By more closely coordinating her DEI efforts at all layers of the organization, investing in training herself and others in her influence yields better results.
Finally, measure DEI engagement and communication/PR results.
Building a “Composable Enterprise”
Michael BerberichSenior Director ANA Marketing Futures
Marketers need to educate themselves on the concept of a “Composable Enterprise,” which is essentially a decoupled, modular technology stack. Brands are often tied to her one monolithic technology platform, which can dictate marketing revitalization. There are 10,000 companies in the marketing technology industry, he said, so it’s very likely that there is one out there doing exactly what you’re trying to achieve. By leveraging the exploding API economy to deploy interoperable technical products, marketers can focus on growing their business while reducing costs and time to market.
Many marketers already have experience with composability without even realizing it. If you’ve ever created a digital activation that needed to go beyond your IT back-end functions, chances are you pitched the idea with a focus on the business goals you’re trying to achieve. Building a composable enterprise doesn’t have to be done all at once. Start with your biggest pain points and clearest business needs and go from there.
If history, and marketing in particular, can tell us anything, it’s that marketing trends change. We must work with what we know, but always be ready to pivot. To stay on top of the latest marketing trends and news, subscribe to SmartBrief on Social Business or other free marketing and communications newsletters from SmartBrief.
(Note: This story was originally published in December 2021 and was updated in August 2022.)
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