Arun C Kumar

We are entering 2023 in a more cautionary environment with slowed growth trends across the media industry. Whether it’s driven by inflation or a looming recession, our proprietary research indicates that consumers’ brand loyalty is waning at alarming rates. At the same time, the “Modern Marketer” is being evaluated on their ability to deliver business outcomes from an increasingly complex, data-driven and more competitive digital landscape. To meet these challenges, marketers will need to… Show more

We are entering 2023 in a more cautionary environment with slowed growth trends across the media industry. Whether it’s driven by inflation or a looming recession, our proprietary research indicates that consumers’ brand loyalty is waning at alarming rates. At the same time, the “Modern Marketer” is being evaluated on their ability to deliver business outcomes from an increasingly complex, data-driven and more competitive digital landscape. To meet these challenges, marketers will need to better understand the data that fuels their advertising and find opportunities that deliver contextually relevant content in areas that drive growth and brand loyalty.

Personalized marketing experiences will continue to reign supreme, designed to interact with consumers through Conversational AI, rapidly developed new content, and smarter machine learning models that enhance consumer journeys. This evolution continues to shift funding from traditional programming to highly targeted streaming content, with more accessible and transparent inventory, and selective buying systems to find the “right” audiences.

The “big data” cloud has transformed into a multi-faceted, consumer data-engine for growth and measurement to break the walled gardens and gauge consumer in-marketing motivators. If done right, CMOs can successfully unlock new consumer trends, rapidly design brand learnings and experiments, and close the “loop” by using new activation platforms in retail media, eCommerce, and B2B, while assessing long held metrics like ROI on media experiences. Show less

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