The biggest question facing marketers and advertisers as we head into 2023 is, “What impact will economic, political and global health matters have on the industry?” It is a question that has us drowning in uncertainty, but there are two buoys of truth we can look to. First, the right answer in tough times is to keep marketing. That is not to say it is marketing as usual, but pulling the marketing plug altogether is the wrong choice. Doing so leaves a hole in the mind of consumers that can be challenging for brands to climb out of. Second, influencer marketing will continue to grow in usage and value. It is engaging, works, and is cost-effective compared to many other marketing avenues. As marketers, what else are we really looking for?
