The digital landscape is evolving, and one of the most prominent game-changers in recent times has been Generative AI. In the fast-paced world of digital agencies, there's a growing fascination with the potential of Generative AI to revolutionize the creative development process. It's a transition from an era where human creativity reigned supreme in delivering legible and well-designed content to one where AI collaborates closely with creatives to enhance the quality of outputs.

So why focus on customers?

At a time when there’s a lack of investment and a critical eye on value, there’s a refocus to maintain revenue and seek growth from existing customers as much as possible. We know it costs more to acquire a new customer than it does to retain an existing one – and increasing customer retention rates by 5% boosts profits by 25% to 95%.

Digital transformation is changing every aspect of the business including directing strategy, setting objectives and redefining future aspirations. The impact is both operational efficiency and customer experience. With driving change towards digital still a priority, B2B marketers need to become digital leaders to make their function succeed.

The last few years have shown both the value and resilience of the market research and insights industry. As brands faced one challenge after another, as consumer attitudes and behaviors evolved again and again, the importance of customer insights has been front and centre.

That's why in 2023, the biggest market research trends will help insight leaders build on their momentum while giving them the agility required to meet new challenges ahead. And, perhaps counterintuitively, we'll also see a return to the basics.

The past year saw marketing spending increase as consumers regained confidence and demanded more from businesses. But the landscape remains complex, ever-changing, and competitive. So, what can help you rise above the noise? Here are considerations to include while planning out your 2023 strategy.

Inclusiveness helps to shape better brands and businesses and, more importantly, results in a better world and a better future for everyone.

Want to accelerate your brand to become more inclusive?

When was the last time your company evaluated the needs of your customers and prospective customers? Do you know what messaging resonates best with potential customers? What product or service features do they care about the most? What are trending topics top of mind for them? What do they think about your brand in comparison to competitors?