The marketing landscape of 2023 is proving to be a challenging one. The global economy is bracing for a downturn, and stakeholders are not necessarily in a growth mindset.
Unsurprisingly, our survey results showed that marketers are increasingly allocating spend towards channels and tactics that are perceived to deliver high returns with minimal investment, such as social media. While there is some value in this approach, we caution against letting the pendulum swing too far.
To succeed, your marketing must capture attention. And to do that, it must stand out. But if everyone is investing in the same channels and tactics, your brand runs the risk of being lost in a sea of sameness.
Read on for insights and expert guidance on differentiating your brand–and building strategies to endure and thrive in the days ahead.