[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/12\/19\/marketing-in-an-age-of-high-frequency-change\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2022\/12\/19\/marketing-in-an-age-of-high-frequency-change\/","headline":"Marketing in an age of high-frequency change","name":"Marketing in an age of high-frequency change","description":"We face a constant barrage of daily disruption, but a data-first strategy gives marketers the agility to come out ahead.","datePublished":"2022-12-19","dateModified":"2022-12-16","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/meghann-york\/#Person","name":"Meghann York","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/meghann-york\/","identifier":646,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ab3c7e077777468bc99553d3ade449ef5f54dfb021cd9a673ab436ebf7bf834d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ab3c7e077777468bc99553d3ade449ef5f54dfb021cd9a673ab436ebf7bf834d?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/12\/High-Frequency_FTR-optimized.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/12\/High-Frequency_FTR-optimized.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/12\/19\/marketing-in-an-age-of-high-frequency-change\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-data\/","name":"Customer Data","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data","http:\/\/www.wikidata.org\/entity\/Q56278300"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},"Retail Trends, Data, News"],"wordCount":736,"keywords":["2023 Trends","Customer Engagement","Digital Marketing","First-party Data","Marketing Trends"],"articleBody":"As we head toward the close of 2022, it seems almost cliched to talk about the unpredictable nature of marketing, or the rapid pace of change.After the pandemic, change, disruption, and unpredictability have become part and parcel of the business landscape. Today, the economy is unpredictable, the retail landscape is unpredictable, even consumer demands are increasingly unpredictable.Change is the only constant. But what many of us fail to realize is that the nature of change itself\u2026 is changing.      Marketing trends 2023: The future of customer obsession                The top marketing trends for 2023 are all about zeroing in on the customer with the right data and insights to drive effective engagement.      Smaller, faster waves pack a punchIn his book, “High Frequency Change,” technologist and futurist Tom Cheesewright describes the different types of change that businesses (and societies) have faced over the last 100 years:\u201cChange is like a wave: it has both amplitude and frequency. The last century was about change of great amplitude, big waves washing over the whole of society. But this century is about high frequency change: rapid, smaller waves, each powerful enough to disrupt an industry.\u201dThis concept is a great description of what we’re all witnessing in the marketing and retail space. We\u2019re no longer talking about radical overhauls, but a constant barrage of daily disruption.      Standing in line in the middle of nowhere: Inflation and supply chain                Inflation and supply chain disruption are wreaking worldwide havoc as cost-of-living prices soar and economies falter.      So many demands, so little timeIn this new world, marketers are faced with unprecedented challenges. Their role is expanding, demands from the board are intensifying, and their budgets are shrinking.At the same time, changes in consumer demands and behaviors are adding yet further complexity. Buyers want their favorite brands to engage anywhere and personalize everywhere – meeting them where they are, with relevant, timely content.  No cookies? No problem.(Unless your marketing platform is rooted in The Old Times.Then you’re in trouble.)Attract, convert, retain: It starts HERE.As they try to keep up with all this constant change, marketers are struggling, with 57% saying that they don\u2019t have enough time in the day to do a good job. Like waves eroding a cliff, high frequency change is wearing marketers down.But it doesn\u2019t have to be this way. Change doesn\u2019t have to be viewed as a negative state, it can be positive \u2014 as long as you’re in a position to take advantage of it.      Scalable marketing: Customer engagement in a recession-wary world                As economic uncertainty abounds, scalable marketing involving processes, people, and tech is a must to efficiently grow customer engagement.      Making adjustments on the flyIn this time of high-frequency change, agility is an essential skill for marketers \u2014 the ability to move quickly, be flexible, and switch direction when needed. You have to be able to engage anywhere, at scale, if you\u2019re going to deliver a unified customer experience. To achieve that level of agility however, you need data.Data is what allows us to understand our audiences, preempt trends, and make the right decisions in real time.It\u2019s also what allows us to personalize and tailor our approaches, adapting to individual preferences alongside larger macro trends.Many brands saw the benefit of this data-first approach during COVID. Businesses that had already embraced a data-led strategy were the best prepared to adjust their marketing to the rapid changes in consumer demand. With a data-first mindset and the right marketing technology, they were more agile and responsive to the industry-wide shift.      CX agility: Definition, stats, examples of agile enterprise adaptation                Learn about CX agility, the benefits for brands that deliver agile customer experience, and examples of brands that have moved fast to meet customer needs.      Regaining powerLooking ahead, it\u2019s data and technology that will empower marketers in the face of increasingly fast change. Rather than playing catch up with our customers\u2019 evolving needs, customer engagement tools can give power back to marketers.These technologies allow us to understand new landscapes, plan for and react to the latest consumer trends, and automate the elements that were once outside our control.Change may be the new constant in marketers\u2019 lives, but disruption doesn\u2019t need to be.  What happens in Vegas …\u00a0creates connections + drives results.Join hundreds of customer experience experts at CX Connect Oct. 6-8. Register\u00a0HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2022","item":"https:\/\/www.the-future-of-commerce.com\/2022\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"19","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/12\/\/19\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Marketing in an age of high-frequency change","item":"https:\/\/www.the-future-of-commerce.com\/2022\/12\/19\/marketing-in-an-age-of-high-frequency-change\/#breadcrumbitem"}]}]