AdNews asked industry figures for their assessment of 2022 and outlook for next year
Jasmin Bedir, CEO, Innocean
As always I am writing this whilst re-reading my predictions from the previous year.
I was partially right about continued struggles around talent and supply, but I didn’t have major data breaches on my bingo card.
But maybe we should be having this conversation in the Metaverse, which just adds to the confusion that modern marketing has become. It’s a sea of neverending complexities that marketers are grappling with that will only get more complicated in 2023.
The obsession with shiny objects like Web3 and the Metaverse will add to the conversation around authenticity and purpose that has emerged.
The importance of customer centric thinking in a world where Salesforce tells you it has all the tools you need, but CMOs are left without the resources and budgets to utilise it properly, will only increase.
So 2023 is shaping up to be more of the same, more tech, more soul searching, but with a potential recession looming, also more uncertain.
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