Marketers’ Excitement: Anticipating Marketing’s 2023 Trajectory

In the ever-changing marketing industry, each passing year brings forth new innovations and challenges that shape the field’s future. As 2023 unfolds, marketers across Canada have been eagerly anticipating how the industry will evolve.

And I couldn’t stop myself from reaching out to these folks to get in the inside scoop.

From responsible advertising to technological advancements, Canadian marketers are prepared to embrace the winds of change, fueled by collaboration, data-driven insights, and cutting-edge AI technologies. These visionaries shared their perspectives with me, and now I’ll pass them along to you.

Let’s dive in.

Shannon Lewis, President, Canadian Media Directors Council

"In today's media industry, data has always played a vital role, but with recent AI advancements, it has reached an exciting new level of potential. AI is more than just a tool; it's a game-changer, sparking a renaissance. Look at the rapid growth of ChatGPT, gathering over 100 million users in just two months. However, as we harness AI's vast opportunities and efficiencies, it's crucial to maintain ethical and transparent practices. Open communication about AI's role is vital for building trust and understanding. Media agencies have a history of growing in response to technological shifts and AI is no exception. For AI, agencies are now assuming more significant roles with clients, spanning strategy, compliance, accountability, and measurement.

Responsible AI innovation is essential. We must remember the value of human expertise and strategic insights that agencies bring to the table. The human touch guarantees brands maintain their distinct identity, cultural relevance, authenticity, and consistency, resonating with Canadian audiences. Finding the right balance between AI's potential and human ingenuity is key in this transformative landscape."

Julie Ford, Executive Director, Digital Advertising Alliance of Canada

“I’m eager to see how changing Canadian privacy laws transform the advertising landscape over the next 12 months. We have Law 25 in Quebec coming into force in late September 2023, followed by committee meetings for federal Bill C-27, a component of which would replace PIPEDA, our existing federal data privacy law. The Fall and Winter should be compelling as guidance and thought leadership emerges. These laws will significantly affect the marketing sector, so advertisers should pay attention!”

Ishan Ghosh, Chairman (Emeritus) & Chief Purpose Officer, Barrett and Welsh

"The future belongs to AI. Just as digitization and the internet transformed the way business was done, three decades ago, the impact of AI will touch every aspect of the marketing industry - from Strategy and Content Creation to Media and Research as never before. While the digitization of the industry may be considered as most impacting the functional and quanti-aggregation of the industry, AI will, for the first time catalyze the quali aspects of the business like strategy and creativity. Just as the vulnerabilities that emerged with the penetration of the internet, these will progressively be resolved as AI gains traction. Exciting times."

Judy Davey, Vice President, Media Policy & Marketing Capabilities, Association of Canadian Advertisers

"The Association of Canadian Advertisers (ACA) is excited about the recent implementation of the Code and Guide for advertising food and beverage to children. Developed in collaboration with the Canadian Beverage Association (CBA), Food, Health & Consumer Products of Canada (FHCP) and Restaurants Canada, the Code and Guide provides marketers with the information they need to advertise food and beverage products to children in a responsible manner going forward. Cross Media Measurement is one of ACA’s top strategic priorities, and we are extremely excited about the continuing efforts of adopting the WFA’s North Star Principles in Canada. We are working collaboratively with the Media industry including Associations, Broadcasters, Marketers, and Publishers to make Media Measurement history in Canada. Earlier this year, the ACA led the second global DEI Census for Canadian marketers, revealing that Canada's score surpasses the global benchmark (65% vs 63%), despite a 2-point drop since the 2021 census (67%). Respondents widely acknowledge progress, with 87% agreeing their company actively promotes diversity and inclusion (vs 72% global average), and 63% noting industry improvements in the last 2 years (vs 50% global average). The ACA looks forward to tracking progress in these areas beyond 2023."

As the year unfolds, Canadian marketers are prepared to embrace the challenges and opportunities presented by responsible advertising, AI advancements, privacy law changes, and the pursuit of diversity, equity and inclusion.

These insights shared highlight the critical balance between harnessing AI's potential while preserving the invaluable human touch in crafting marketing strategies. With responsible AI innovation and ethical practices at the forefront, marketers are poised to steer the industry toward authenticity, relevance and lasting resonance with Canadian audiences.

As we move forward, the Canadian marketing landscape will undoubtedly witness a renaissance of strategies driven by data-driven insights and cutting-edge technologies. It sure is an exciting time to work in marketing—buckle up!

By Sydney Vardja, Editor of Marketing News Canada