Hindsight is 20/20, but foresight, while sometimes flawed, can be very valuable. To that end, we asked industry leaders in the ad business to predict what the year 2023 might bring based on their knowledge of issues that have been bubbling up. Here we present the takes of 33 top executives about what we might expect to see happen in the new year.
Ciara Anfield, senior VP, chief member and marketing officer, Sam’s Club
“Our members are telling us that they care about value as we continue to see inflationary pressure, so there will be a lot of marketing focus on how can you communicate the value that a brand or product provides. I think there will continue to be ongoing, seamless integration of advertising and content as consumers are engaging in non-traditional forms of media. Overall we’ll just continue to see the use of data in helping identify where members are connecting, what things matter most to them.”
Kristi Argyilan, senior VP of retail media, Albertsons
“There’s a lot of entitlement that I think retail media enters the market with. And it doesn’t fly, we have to earn it. [We have to] earn the investment our clients make, with, on the tech side, better measurement capabilities and leaning into incrementality, because return on advertising spending is not enough anymore to ask to for the investment.”
Related: A guide to retail media networks
Lola Bakare, CMO adviser and author of Responsible Marketing
“We’ll finally stop using the blanket term 'DEI' to refer to any and all work related to diversity, equity, inclusion, and belonging…because all work should! Instead we will continue to hear more use of terms that are function and output specific—thus lending themselves to more clarity and in turn much needed accountability. If we’re talking about marketing, ethnographic marketing, inclusive marketing, and my personal favorite because it’s the title of my forthcoming book, responsible marketing, will be among the next wave of function and output specific terms that apply DEI to concrete strategies and actions."