The Media Minute 1.11.23

Only one thing is certain about the business forecast for 2023: uncertainty. From customer behavior to workplace dynamics, an unpredictable environment will likely persist. But marketing leaders can’t afford to ride out the year without a plan.

Recent research sponsored by Grammarly with market intelligence firm IDC explores how organizations are leveraging technology and AI to bear the challenges of the moment. I predict three areas where marketing leaders will lean into AI to uplevel their teams, increase productivity and drive alignment across marketing channels.

After a frantic couple of years, when reader revenue seemed to be the only game in town, 2022 ushered in talk of a subscriptions shakeout. As markets from heated seats to tacos introduced monthly payment offers, the threat of market saturation has become real. And with the cost of living crisis kicking in, concerns have been growing that consumers are starting to consider just which subscriptions they really need.

Micropayments, or a system in which digital readers pay per article, fail to work thanks to a complex web of consumer psychology and macro economics… But, I do wonder (“Oh no,” you’re thinking, “He’s about to offer a new way to do micropayments!”): Perhaps micropayments are a misguided instance of a worthwhile idea. Maybe there are other payment options publishers could be offering readers.

The current economic downturn is creating growth challenges for businesses everywhere. A recent Crunchbase report showed that startup financing dropped across all stages in the second quarter of 2022, declining by27% from Q1 of this year and 25% year over year… To overcome growth stagnation, optimize revenue, and survive a stretch of economic uncertainty, marketers must adopt strategies that shift attention to the right KPIs.

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