1、2023 Digital Marketing PlaybookO CTO BE R 20 22IntroductionThe past few years have been quite challenging for marketers,whove been faced with obstacles like the pandemic,supply chain shortages,changing consumer trends,and inflation,among many others.While the road has been bumpy,many brands and reta

2、ilers have adapted quickly and driven growth despite the hurdles,and are emerging stronger than ever.As 2022 starts to wind down,its time to set your marketing strategies up for a successful 2023.InMarkets 2023 Digital Marketing Playbook contains the key strategies to embrace in the new year to driv

3、e sustainable growth.1 0 C R I T I C A L M A R K E T I N G S T R A T E G I E S F O R 2 0 2 3 S U C C E S S:1.Start the Year Strong:Drive Incremental Purchases Amongst Gift Card Holders2.Lean Heavily on Value-Based Messaging3.Navigate the Changing Privacy Ecosystem with First-Party Data4.Explore Alte

4、rnative IDs5.Maximize Contextual Targeting&PMPs6.Embrace Real-Time Geo-Contextual Advertising7.Drive Budget Efficiency with Real-Time Campaign Optimization8.Utilize Household Attribution9.Tap Into Immersive Experiences 1 0.Leverage Full-Funnel,Closed-Loop Measurement Start the Year Strong:Drive Incr

5、emental Purchases Amongst Gift Card HoldersLean Heavily on Value-Based MessagingInMarkets 2022 Holiday Shopping InSights report revealed that gift cards were the top gift among holiday shoppers this year,with 67%of survey respondents saying theyll be gifting gift cards this yearmore than clothes(32%

6、),toys(24%),and home goods(18%).As gift card holders look to redeem their certificates throughout 2023,there is plenty of opportunity to drive incremental purchases and strengthen loyalty,especially within the first half of the year70%of gift cards are redeemed within 6 months of purchase.Just like

7、consumers,retailers and brands can benefit from the flexibility of gift cards.As certificate holders look to spend this“free money”,offer rewards and threshold discounts to encourage redemption.In 2022,the US economy faced the highest levels of inflation in 40 years,straining many household budgets

8、as consumers struggled with higher prices for food,fuel,household goods,and more.As consumers are forced to do more with less,many are consistently seeking out savings opportunities to minimize spending.In fact,in InMarkets Labor Day,Halloween,and Holiday Shopping InSights reports,consumers were str

9、ongly motivated by promotions and deals when shopping for each respective holiday.With shoppers paying particular attention to price,retailers and brands should lean heavily on value-based messaging to entice these price-conscious consumers.Highlight coupons,rebates,and sales events in messaging,as

10、well as other value-based messages such as larger sizes,smaller unit costs,and longer lasting formulas,to entice consumers looking to maximize savings.$116 Average amount of unused gift cards per individual12Source:WNavigate the Changing Privacy Ecosystem with First-Party DataThe marketing and adver

11、tising industry has undergone considerable change in recent years as privacy has moved to the forefront,spurred by a combination of state regulations,industry and operating system policies and consumer attitudes.Most notably,in early 2020,Google announced it would eventually deprecate third-party co

12、okies from its platform(the expected phase out is now set for 2024).Then in early 2021,Apple released the iOS 14 update that introduced the App Tracking Transparency(ATT),requiring iOS apps to explicitly ask users to consent to tracking them.Following Apples announcement,Google announced a similar p

13、rivacy update to Android phones,“removing a devices advertising ID when a user opts out of personalization using advertising ID in Android Settings”.As the industry continues to shift,access to first-party data will be critical for brands to continue targeting and engaging consumers across platforms

14、,channels,and devices.In addition,first-party data advances targeting strategies by enabling teams to leverage advanced analyticsincluding predictive targetingto optimize messaging strategies.Marketers should look to strengthen their first-party data collection efforts and expand partnerships with f

15、irst-party data providers and publishers who will be increasingly critical to ensuring success in 2023 and beyond.3Explore Alternative IDsAfter Google announced the forthcoming deprecation of third-party cookies,several providers and organizations have since come forward to announce alternative iden

16、tifiers to replace third-party cookies.LiveRamp,The Trade Desk,Yahoo!,and Tapad are among the many groups to have introduced new IDs based on identifiers like hashed email and/or support the interoperability of the Unified ID 2.0.Despite these numerous solutions,it is now generally accepted in the i

17、ndustry that no single solution will dominate the market in the same way that third-party cookies didoutside of walled gardensas evidenced by the drive towards the interoperability between different proposed solutions.While users will still opt in to sharing MAIDs and older technology will still fun

18、ction,there may be fewer targetable IDs in the traditional or legacy sense.Without a single solution,the advertising and media market must adapt their approach to planning,targeting,activating,measuring,and optimizing.Data clean rooms present one potential option that are being explored throughout t

19、he industry,whereby publishers and advertisers can share anonymized data in a privacy-safe environment that honors privacy-first protocols.Brands,agencies,and providers must use the coming months to explore the possibilities of alternative IDs and then identify which ones are the most strategic and

20、appropriate to build for and invest in.4Embrace Real-Time Geo-Contextual AdvertisingWith the industry landscape changing,marketers must turn to alternative solutions like geo-contextual targeting,which engage consumers based on key contextual triggers while still maintaining consumer privacy.In InMa

21、rkets 2022 Predictions survey,nearly a third of respondents expected to spend the year preparing for the end of third-party cookies by testing alternative solutions like contextual targetingthis trend will continue into 2023 as brands test and identify the best ways to incorporate geo-contextual str

22、ategies into their omnichannel marketing strategies.Real-time geo-contextual solutions like InMarkets Moments suite do not require an advertising ID(e.g.,ID Independent),and enable marketers to reach consumers based on critical contextual information like location to deliver timely and relevant mess

23、aging when consumers are actually in the purchase process.By delivering this messaging at critical moments during consumers shopping journeys,marketers have an increased opportunity to actually drive consumer action,which leads to greater engagement,purchases,loyalty,and ROAS.6Maximize Contextual Ta

24、rgeting&PMPsWhats old is new again as 2023 brings the rise of contextual audiences.Marketers will turn to a variety of alternative audience creation and targeting approachesincluding the IAB Tech Lab Content Taxonomyto support contextual buying across the entire advertising ecosystem.Additionally,ta

25、rgeting based on context passed as an object in a real-time bidder will also be leveraged.Furthermore,providers will turn to data science to create cohort-based audiences based on a plethora of available data,including zip code indexing,clusters,and new panel-based audience segments.Finally,the rise

26、 of PMPs and probabilistic expansion techniques will provide brand marketers with a rich collection of options to buy programmatically to support their programmatic advertising needs at scale.Contextual PMPs offer marketers the opportunity to build a collection of key inventory sources and capabilit

27、es including real-time geo-location inventory.These robust,real-time omni-channel inventory sources will become increasingly critical in the coming years to drive increased consumer engagement and results in a contextual,ID independent world.5Utilize Household AttributionAs the industry looks to rep

28、lace third-party cookies with alternative identifiers,one proposed method that has risen in popularity is the household ID.This is helpful for assessing the effectiveness of CTV/TV measurement.In addition,it can link multiple devices to a household to maximize a brands ability to understand the impa

29、ct of an ad exposure in the face of diminishing ad IDs,which provides anonymity at an individual level but enables a finer level of targeting by utilizing IP addresses and geographical targeting.With household IDs,agencies and brands should look to leverage household attribution,which measures campa

30、ign performance at the household level,including overall household lift.Without third-party cookies,household attribution provides marketers with critical insight into the success of campaigns in reaching individuals and driving purchases.8Drive Budget Efficiency with Real-Time Campaign Optimization

31、Marketing budgets have faced increased scrutiny since the start of the pandemic.Research from Gartner found that marketing budgets as a percentage of total revenue fell to 6.4%in 2021 after averaging 10.9%in 2019 and 2020.While budgets have grown to 9.5%in 2022,theyre still not at pre-pandemic level

32、s,meaning marketers have had to do more with less.Fortunately,attribution solutions like InMarkets Lift Conversion Index(LCI)offer real-time campaign optimization capabilities,which enable marketers to make identify the top drivers of campaign success and make adjustments to in-flight campaigns acco

33、rdingly,by audience,channel,creative,and more.By optimizing campaigns in real time,marketers can maximize campaign effectiveness and efficiency,ensuring every dollar is being spent wisely.7Leverage Full-Funnel,Closed-Loop Measurement Robust data and measurement is the cornerstone of any successful m

34、arketing strategy,especially as consumer behaviors continue to change rapidly.Without actionable data,it is incredibly challenging to successfully execute marketing strategies,maximize ROAS,and drive growth for your brand.Real-time closed-loop visit and sales attribution solutions quantify campaign

35、success by directly tying messaging to store traffic,online visitation,and actual sales dollars.Armed with this data,marketers can make smarter decisions about both in-flight and future campaigns.10I N M A R K E T S L C I A T T R I B U T I O N S O L U T I O N C A N H E L P Y O U R B R A N D:Improve

36、ROAS by$40 Increase customer loyalty by 25%Improve channel strategy and save$1.8 million Generate 180%return on investment(ROI)And more!Tap Into Immersive Experiences As the marketing industry moves towards a cookieless and ID-independent future,marketers must find a balance between delivering consu

37、mers engaging,contextual experiences while maintaining and honoring consumers demands for data privacy.In pursuit of this objective,marketers are embracing top-and bottom-of-the-funnel platforms and building highly immersive,personalized experiences to engage consumers and facilitate action,includin

38、g leveraging AR effects and creating digital experiential campaigns.Bottom-of-the-funnel tactics include contextual 360 product experiences and interactive VR environments that enable consumers to see products placed in their own homes to drive digital in real-world purchases.Research has found that

39、 32%of respondents research a product or project after watching a brand video,and Tik Tok users put an average of 8.5%more dollars into their shopping carts.Brands should spend 2023 testing platforms like Tik Tok and Instagram,identifying what types of content engage their consumers best.9To summari

40、ze,the 10 key strategies for 2023 success are:1.Start the Year Strong:Drive Incremental Purchases Amongst Gift Card Holders Look to drive incremental purchases among gift card recipients within the first 6 months of the year.2.Lean Heavily on Value-Based Messaging In the face of inflation,utilize va

41、lue-based messaging to engage price-conscious consumers including highlighting coupons and rebates,promoting value sizes and product innovations.3.Navigate the Changing Privacy Ecosystem with First-Party Data Ensure robust access to first-party data,identifying partners that provide in-depth consume

42、r location,intent,and purchase data.4.Explore Alternative IDs As the industry looks to adopt alternative IDs,explore potential possibilities and consider strategic investments to prepare for the future.5.Maximize Contextual Targeting&PMPs Look to leverage contextual audience targeting as well as con

43、textual PMPs to drive increased consumer engagement.6.Embrace Real-Time Geo-Contextual Advertising Engage consumers based on contextual triggers like real-time location to drive engagement,purchases,and ROAS.7.Drive Budget Efficiency with Real-Time Campaign Optimization Ensure every dollar is well-s

44、pent by leveraging measurement solutions that enable real-time,in-flight campaign optimizations.8.Utilize Household Attribution Measure campaign performance at the household level by leveraging household attribution and lift solutions.9.Tap Into Immersive Experiences Embrace top-and bottom-of-the-fu

45、nnel platforms and leverage interactive AR and VR technology to engage consumers with immersive experiences.1 0.Leverage Full-Funnel,Closed-Loop Measurement Dont let actionable data go to wasteutilize full-funnel,closed-loop measurement solutions to understand and then improve campaign performance t

46、hroughout the entire year.To learn how InMarket can help you maximize 2023 success,please contact us today.Maximize Your 2023 SuccessAs 2022 comes to a close,its time to ensure your 2023 marketing strategies are set up for success.While employing each of these 10 strategies will help your team drive

47、 success,the utmost critical success factor lies within your people.In 2023,brands should spearhead the creation of cross-functional innovation teams,composed of members from marketing,analytics,client relations,sales,and technology.The goal of this group is simpleshare key learnings and best practi

48、ces that can be infused and replicated across the organization.In practice,this will ensure success is replicated,maintained,and improved.And this work doesnt stay internal,either.Agencies and brandsif they havent alreadyshould work with key partners to establish quarterly business reviews,during which key campaigns,successful strategies,and critical learnings are shared,alongside competitive and market intelligence.Done consistently,these insights and braindstorm sessions can help ensure any shift in consumber behaviors are identified and addressed quickly to maximize program success.