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In order to be a marketer, one thing is for sure: we have to be adaptable, nimble, and quick to learn. In 2022, there has been much discussion around the future of marketing. New technologies and categories form every day, and in the blink of an eye, strategies can shift.  

The forecast for 2023 is looking foggy from this vantage point, but through our conversations on the MTM Visionaries podcast and at our Forums, we’ve had several discussions on how to stay ahead of change. 

One of our favorite discussions was around the ‘Now, Next, New Framework’. This is a tool that solves a common problem many marketers face: how do you stay focused on what’s current but also think three steps ahead and be ready to jump when the market says, “jump!”? 

Below are some more of our top insights on the future of marketing from conversations we’ve had in the MTM Community.  

 Find the MTM Visionaries Podcast On AppleSpotify, and Amazon, or check out the recaps in the following links.

The Now, Next, New Framework 

“The beauty of the ’Now, Next, New’ framework: It can work no matter where you or your audience are,  it helps you steward investments and reach your objectives, and it keeps your brand fresh.” 

Sadira Furlow, CMO, Happy Money 

“We don’t assume we can see the future or know everything our consumers want; we simply make small bets, find what’s next, and let the market decide where we’re going.” 

Mike Cessario, Co-Founder and CEO, Liquid Death Mountain Water 

“For a big company like PepsiCo, when it comes to massive distribution, fragmented channels, and new commodities, my mantra is ’how do we behave as a relevant, scrappy, personal startup?’” 

Fabiola Torres, CMO, Pepsi Energy 

“When we think of what’s next for our brand, it’s about having a first-mover advantage. Being in the metaverse or launching NFTs unlocks utility and allows us to create more dynamic customer experiences.” 

Angelic Vendette, Global Head of Marketing, Alo Yoga 

Pulling Back to Push Ahead 

“The role of the marketer isn’t just as storyteller but as truth seeker and truth teller. CFOs are under tremendous near-term financial pressure while product teams can stay wedded to ideas that aren’t working for too long, often struggling with calling their baby ugly.  

I look to marketing to be the check and balance. The CMO needs to know what’s working, what customers want, and to own the customer voice.” 

Bill Ready, CEO, Pinterest 

“This is a new upside-down world that [people] don’t really understand how to navigate. I think where brands and people who run brands come in is to bring some normalcy to this. Brands have power. Brands can inspire and brands can get people through very tough situations.” 

Anton Vincent, President of Mars Wrigley North America at Mars 

The Future of Everything 

“Change is happening, and customers are telling us that it’s happening. So how do we adapt to that? It’s going to be the difference between brands that sustain and remain relevant versus those that do not.” 

Ravi Kandikonda, SVP Marketing of Zillow Group 

“We must create brands that live between the physical and digital. There’s a real opportunity for a brand like Claire’s to go into the Metaverse thoughtfully; we have to be on the bleeding edge of the phygital (physical/digital) connection because our consumers are in it every day.” 

Kristen Patrick, EVP and CMO, Claire’s 

“The metaverse may not reward first movers, but it will reward first experimenters. If you wait to see what happens, your brand will pay the penalty.”   

Suzanne Kounkel, CMO, Deloitte 

Leveraging Technology and Data 

Lee Applbaum, CMO of Wheels Up

“In this experience economy, we are leveraging technology to connect supply with the demand in a way that is frictionless, trustworthy, and safe.  

Private aviation is nothing new; there are thousands of private aircraft and arguably millions of potential consumers in the addressable market. By utilizing technology, we can connect the two and create a safe and accessible marketplace, lowering the cost, yet maintaining a unique and memorable experience. When you deliver a technology-enabled marketplace, you open the addressable market and make it accessible to far more consumers.” 

Lee Applbaum, CMO, WheelsUp 

Melissa Grady Dias - Global CMO of Cadillac

“When it comes to how we do marketing today, don’t be afraid of the data or hide behind privacy laws; customers are seeking value and the best way to deliver value is by using the data, which they are willing to exchange, for a higher, more personalized experience.   

We are finding customers’ have subscription fatigue, and as we’re looking at cookies and what cookies enable, they’re becoming aware of what their data does and how valuable it is. As marketers, we need to embrace when someone gives us data.   

The more we get to know people and unlock different experiences, we should start treating every interaction as a ‘Super Bowl’, and create experiences people want to see, interact with, and join. To overcome the fear of data, we need to stop thinking about how we’re interrupting something and start thinking about the value exchange because customers are ready and willing to participate.” 

Melissa Grady Dias, CMO, Cadillac 

Taj Alavi, Global Head of Marketing, Spotify

“Creating interactive experiences is one of the things Spotify is spotlighting.  We are moving from this one-way platform where passive listening is everything, to a two-way creator platform where people do things together; whether that’s a creator creating, a creator connecting with fans, or fans connecting with each other.     

We want to create a more playful experience for our users, for example, through our recent launch of ’Spotify Island,’ a virtual island within Roblox.  Spotify is the number one brand on Roblox, and we have another island launching soon. We want to create spaces that drive more interactivity; moving from passive to active is my priority as I lead our brand.” 

Taj Alavi, Vice President, Global Head of Marketing, Spotify 

Tim Ellis

“Over the last ten years, I have seen Augmented Reality evolve. For the NFL, these new developments allow our fans to engage with our brand and game in ways they can’t connect on other platforms. If I just look at the array of capabilities that we now have at our fingertips, especially in partnership with Snap, it takes what used to be pure linear TV to remarkable moments across an array of options to meet fans where they are.” 

Tim Ellis, CMO, NFL 

More Insights You May Enjoy…

For more insights from our 2022 MTM Visionaries Replay, click here to see what other common themes surfaced. 

2022 Visionaries in Review: Everything We Learned about Marketing This Year

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Visionaries, hosted by Nadine Dietz, airs every week and is brought to you in partnership with The Wall Street Journal. Each week, two new visionaries share their game plan and how that impacts today’s teams, talent, and hybrid work environment.     

Marketers That Matter® Is A Community of Top Marketing Executives Coming Together to Pioneer the Future of Marketing, Sharing Real-Time Experiences, And Solving Current Challenges. 
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