Global Marketing Trends 2023
Source: Deloitte Development LLC. All rights reserved. Copyright © 2023
Member of Deloitte Touche Tohmatsu Limited
“In the current context, the Chief Marketing Officers (CMOs) face a range of challenges such as geopolitical conflicts, economic instability and climate change. According to Global Marketing Trends 2023, marketing leaders are poised to drive growth within their organization. This study was carried out in June 2022, through a set of surveys of brand leaders, with the objective of understanding how these professionals contributed to growth and what their prospects are for the next year. This work culminated in four trends that could support marketers to manage the brands they work with, as well as guide CMOs in setting priorities for 2023.
- Brands face economic instability through marketing investments
CMOs surveyed are prioritizing new technologies, expanding markets, and personalizing consumers so their brands can thrive in times of uncertainty.
- CMOs drive growth through their commitment to internal sustainability
Because consumers view sustainability as a critical factor in choosing their brands, CMOs are valuing equality and environmental impact within their organizations.
- Creativity as a growth factor
The processes that drive creativity, decision-making and collaboration between different areas are a common practice among brands with a high level of growth.
- Emerging technologies that CMOs should be aware of
The adoption of emerging technologies can create competitive advantages and marketing leaders see the metaverse and blockchain as promising solutions. ”
https://www2.deloitte.com/pt/pt/services/consulting/global-marketing-trends-2023.html
4 Digital Trends That Will Dominate in 2023
SOURCE: newspaper ‘Dinheiro Vivo’, article by Vasco Mendes de Almeida, director of Digital Business Technologies (DBT) at Minsait in Portugal
“The pace of digital evolution continues to accelerate without showing signs of slowing down, despite the social, economic and geopolitical challenges that have shaken the world. Last year alone, companies and public organizations around the world invested more than $1.27 billion in IT services, according to Gartner.
While uncertainty remains about the direction of the world’s largest economies – in addition to war and inflation, there is now some turmoil in the financial system – we continue to witness the emergence of new technologies (at least for the average user), which will mark the next phase of the digital transformation: artificial intelligence, the symbiosis between physical and digital channels (Phygital), the metaverse (where Portuguese companies are already taking their first steps), and algorithms improved by quantum computing.
In Portugal, IDC analysts estimate that investment in IT services will reach 5.4 billion euros this year. In this context, we consider the existence of 4 macro trends that continue to drive digital transformation in our country. Although they are individual lines, they can be approached together, enhancing synergistic advantages.
The first concerns the use of Data Analysis and Artificial Intelligence (AI). Although it has only recently reached ordinary users, the truth is that many companies have been using artificial intelligence systems for several years to analyse huge amounts of data in a very short time, providing a better understanding of the current situation and more accurate estimates. The incorporation of ChatGPT features into Microsoft services or the launch of Bard by Google, to give two examples, will exponentially increase the ease of access to this technology and the development of new applications.
The second trend is Automation (RPA) & Low Code. The automation of business processes – using robotic technologies – aims to optimize repetitive operations, reduce errors and improve operational efficiency. This allows companies to focus on more relevant and core activities of their business and reduce costs. The same goes for low-code platforms, which can halve the development time of conventional cloud solutions and also the maintenance costs on the developed solutions. Both technologies allow professionals with little programming experience to create solutions and applications in areas such as marketing, sales, operations and strategy.
Another investment priority will be Cloud Computing, which allows companies to securely access their services and data from any device, at any time. Cloud Data solutions will be inseparable from this digital revolution. The Minsait Ascendant Digital Maturity 2022 Report points out that about half of Portuguese companies consider migration to the Cloud to be fundamental for greater agility and the adoption of new functionalities.
Finally, the health emergency of recent years has accelerated the adoption of hybrid work, driving the emergence of what we call the Digital Workplace, a trend that was already being drawn with the globalization of the labour market. According to the World Economic Forum, totally remote jobs are critical drivers of change and are transforming conventional business models. This approach has benefits for both workers and the company, but requires adequate preparation with digital technologies, tools and ecosystems.
Companies and institutions that make the most of these technologies will be better prepared to face the current economic environment, increasing the possibilities for growth and future sustainability of the business.”
