At this stage of the game, it’s unlikely that email list professional marketers in 2023 are developing strategies without some help from AI.6 But since AI tools for marketing aren’t perfect, brands that want to optimize their efforts without sacrificing the inherently human elements of marketing are still leaning on professional, human expertise. That might look like:
Using AI to compile data but relying on human data analysis
Compiling AI-generated marketing reports that strategists use to tweak campaigns
Brainstorming content ideas using AI tools but vetting them with human focus groupsLeverage AI for increased content volume and production efficiency
Demand increased diversification of digital assets designed for specific platforms
Affirm the need for human intelligence and collaboration in marketing conversations
Simply put, today’s brands should maintain eye contact with emerging technologies to develop marketing strategies that are as impactful and cost-effective as possible. Let’s dive deeper into the technological demands for a marketing campaign in 2023.A study examining 600 brands during the 1980 to 1985 recession revealed that:
Brands that maintained or slightly increased their marketing efforts were rewarded with significantly higher sales after economic recovery than companies that completely dashed their marketing budget.
Businesses that opted for aggressive marketing tactics during the recession secured 256% higher sales in post-recession years than brands that stopped advertising altogether during the recession.
An analysis of marketing trends surrounding the 2008 recession discovered that 60% of the brands that completely paused their marketing efforts saw a 24% decrease in brand use and a 28% decrease in brand image.
If you want to become a recession proof business, maintaining your B2B marketing strategy would be wise despite 2023’s relatively bleak economic predictions.
