Predictions Report

Predictions 2023: B2C Marketing

Market Volatility Forces CMOs To Play It Safe

October 25th, 2022
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Keith Johnston , Dipanjan Chatterjee , Stephanie Liu , Tina Moffett , Joe Stanhope , Shar VanBoskirk , James DeNeill , Peter Harrison

Summary

Doubling down on growth in 2023 will lead CMOs to overcorrect by trying to rack up quick hits at the expense of building brand equity. Marketing spend on test-and-learn innovation that improves the brand experience will be diverted to performance media channels and higher marketing technology (martech) costs, all while an even more retaliatory political climate will scare off companies from flexing their brand values. This report lays out five B2C marketing predictions for 2023 — a year CMOs will play it safe.

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