With 2023 mere days away, the Moore team is finalizing next year’s marketing and strategic plans both for ourselves and for our clients. While some imperatives never go out of style — such as putting employees first and leaning into diversity — the digital age is changing the way we understand and engage with target audiences in ways that demand innovative actions.
Here are five must-haves for your 2023 marketing plan that you might not have considered, either because they are so new or so intrinsic that they are overlooked:
Updated data strategy.
The free version of Google Analytics is sunsetting at the end of June 2023, when it will completely stop collecting data. GA4 is a new way to measure website performance that can coexist with your current Google Analytics, but the two do not interact — so if you haven’t done so already, it’s time to initiate a migration. We recommend hiring an expert — like us — to assist with the set-up.
Why should you switch to GA4 as soon as possible? First and foremost, your website will stop collecting performance metrics. Secondarily, GA4 provides new reports and perspective on performance, data collection and AI-driven insights to better help you analyze, not just report, on how your website is doing.
When it comes to a fully integrated marketing approach, this sector has quickly gone from a “nice to have” to a “need to have.” As we wrote in October, brands are reporting an average $5.78 ROI for every $1 spent and 86% of businesses currently leveraging influencer marketing plan to increase their spend over the next 12 months.
An evolving diverse journey.
Don’t ease up on your efforts to boost diversity. Internally, recognize diversity as a business strategy, and continue to set a vision for your future, address the barriers and drive accountability without falling into complacency.
Externally, remember that multicultural audiences require unique approaches that consider the nuances of culture and heritage. People want to know that they are not an afterthought and that an organization is committed to building meaningful interactions with them over time.
Interactive digital experiences.
Research shows that 66% of consumers “prefer to engage with brands digitally” and 85% believe “digital presence will be essential for a brand to be successful in the future.” Augmented reality, virtual world and virtual reality experiences all offer opportunities to not only meet your target audiences but also engage and delight them.
Authentic appreciation for your people.
Engaged employees are more likely to stay with you for the long term, perform better and spread their positive experience outward. Employee engagement begins with communication and trust, which must run in both directions. Communicate your growth goals, strategies and overall vision to your employees, and invite them to bring ideas with a constant invitation to collaborate.