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Four new marketing strategies for 2023 that should be in every marketer’s toolbox

Published: July 27, 2023 by Hayley Schneider, Content Marketing Manager

Four must-have marketing tools to unlock success in 2023

As a marketer, you know that the digital landscape is always changing. That’s why it’s important to make sure you’re equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023?

Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer’s toolbox in 2023 at Cannes.

Watch the recording of our Cannes panel: Stacking the marketer's toolbox for success

Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond.

1. A plan for signal loss

The first item you should have in your marketing toolbox is a plan for signal loss.

The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies.

On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data.

Consumer behavior is changing

When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn’t track click-based data from campaigns. It’s important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities.

Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It’s crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic.

Four things to consider when planning for signal loss

There are four things you should consider when building out a plan to address signal loss and fragmentation.

Channel diversification

You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand.

Data privacy

You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible.

First-party data

First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns.

Contextual targeting

Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience.

By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation.

2. Collaboration

The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem.

To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key.

Two ways we can achieve better collaboration

Here are two ways we can create better collaboration in the AdTech ecosystem.

Enable interoperability

We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available.

Use clean rooms

We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner.

3. Generative artificial intelligence (AI)

The third tool you should have in your marketing toolbox is generative AI.

Benefits of implementing AI

There are three main benefits to implementing AI within your marketing strategy.

Enables creativity

Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It’s an extension of what we’re capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking.

By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry.

Enables more personalization

The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services.

E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you’re not purchasing meat, they won’t serve you ads for meat products.

However, it’s crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon.

As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences.

Helps drive impactful results and customer satisfaction

The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results.

4. First-party data

The fourth item you should have in your marketing toolbox is first-party data.

Benefits of implementing a first-party data strategy

Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy.

Greater accuracy

The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon’s ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads.

“Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing.”

jeremy hlavacek, cco, experian

Identify high-growth audiences

First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency.

Watch our Cannes panel for more new marketing strategies for 2023

Cannes Lions 2023 panelists: Stacking the marketer's toolbox for success

We hosted a panel with Adweek in Cannes that covered what should be in every marketer’s toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian.

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By building household-level graphs and incorporating alternative identifiers, marketers can maintain accuracy as traditional signals change. Activating first-party data across both digital and offline channels ensures that every interaction, whether on-screen or in-store, can be tied back to specific actions, helping optimize campaigns, and improve ROI.  How Experian helps Experian’s Consumer Sync solutions create a clean foundation and persistent identity spine by resolving and expanding your first-party data across digital and offline IDs (hashed emails, mobile ad IDs, CTV IDs). This enables activation across omnichannel campaigns, from CTV to social, and connects data to outcomes.  \”Identity resolution is very important to our overall strategy today. Without that identity linkage, we couldn’t speak the same language as our clients. For example, a client might want to target people who engaged with their brand’s website four days ago via CRM data. Without identity resolution, that’s not possible. But with it, we’re changing the narrative – making TV a hospitable place for deploying first-party data and driving outcomes.\”Mike Brooks 2. Build trust through responsible data practices Consumer trust begins with responsible data practices that prioritize transparency and privacy. Deterministic match rates ensure accuracy by connecting data points with confidence, while clear methodologies provide visibility into how data is used. These practices improve overall campaign performance and protect consumer privacy by ensuring that every interaction is respectful. How Experian helps Experian’s privacy-first approach ensures that all data activation occurs with compliance and consent. By maintaining high match rates and adhering to transparent methodologies, Experian helps build trust and strengthen long-term connections with audiences. \”If people don\’t take any precautions and they don\’t actually care about data in the public, they probably don\’t care about it in private. Experian cares about data privacy and compliance, and that made it a no-brainer for us to work with them. When we combined our focus on privacy with Experian’s expertise, we knew we had to do it right – and we did.\”Henry Olawoye 3. Expand reach while maintaining high match rates Having more data points to identify individuals leads to higher match rates and broader reach. Enriching records with additional identifiers, like hashed emails, MAIDs, and CTV IDs, makes it easier to connect data across channels and create a unified view of each person. This approach ensures that campaigns can scale effectively while maintaining the accuracy needed to deliver personalized experiences. How Experian helps With a database of over 5,000 attributes spanning 15 verticals and categories, Experian provides a comprehensive view of consumers through a single provider. By sourcing data from over 200 sources (including public records, consumer surveys, and purchase records), Experian enables the creation of detailed audience profiles. This enriched data focuses on identity, creating a unified view of individuals that helps pinpoint the best opportunities to engage effectively across channels and deliver measurable outcomes tailored to specific audience needs. \”We’ve been able to extend our IDs by an average of 6.5 different identifiers, with a 70% match rate. That extension is huge – it underpins a lot of the connectivity in our platform and allows us to bring 300 data feeds together to make the most of them.\”Georgiana Haig 4. Create unified campaigns with interoperability Fragmented data often leads to fragmented results. Interoperability ensures that data from different platforms and systems can work together, creating a unified view that makes measurement and attribution more actionable.  How Experian helps Experian simplifies interoperability by ensuring consistent data usage from activation and measurement. By connecting data from various sources, Experian enables a cohesive strategy where insights can be shared across publishers, measurement providers, and ad servers, ensuring campaigns remain aligned and effective at every stage. \”The ecosystem benefits from optimized interoperability. We’re focused on allowing advertisers to work seamlessly across IDs and identity solutions – from activation to resolution – so the same data set is used consistently across publishers, measurement providers, currencies, programmatic ecosystems, and ad servers.\”Chris LoRusso 5. Use AI to amplify, not replace, strategy Artificial intelligence (AI) is transforming how campaigns are optimized, but its success depends on clean, consented identity foundations. AI can analyze vast amounts of data to refine targeting, manage frequency, and uncover new efficiencies, but only when built on a strong identity framework. How Experian helps Experian uses AI and machine learning to deliver highly personalized marketing solutions. Advanced clustering algorithms in Experian’s Digital Graph analyze and create household and individual device connections, improving targeting and measurement accuracy, while machine learning models improve consumer insights by inferring household composition where data is limited. These innovations enable AI tools to quickly generate tailored audience solutions, analyze contextual signals in real time, and identify opportunities that improve results while maintaining a human centered approach to decision making. \”AI is a copilot to your marketing initiatives. For it to perform, it needs insights and information to learn from. That’s why having a strong foundational data asset rooted in deterministic data is so important.\”Howard Luks Five moves to turn identity into profit Here are five steps to get started: 1. Audit your data health Make sure your audience data is accurate, up-to-date, and complete so you’re starting from a strong foundation. 2. Layer in more context Enrich your records with details, like lifestyle, interests, or buying behaviors, that help you speak your audience’s language. 3. Unify touchpoints across channels Link your data so you can see the same person or household whether they’re engaging on CTV, mobile, desktop, in-store, or through other touchpoints. 4. Activate AI for stronger campaigns Use AI tools to fine-tune targeting, control ad frequency, and find hidden opportunities once your foundation is solid. 5. Align data across systems Ensure interoperability so data from different platforms and systems can work together, creating a unified view for actionable insights. The common thread across these insights is connection: connecting data, teams, and outcomes. Marketers who act on these imperatives will be ready for whatever new channel, format, or privacy rule comes next. Let’s start a conversation about how Experian can help you turn identity into ROI Latest posts

Aug 27,2025 by Experian Marketing Services

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