Analysis: What marketers need to know after a tumultuous H1 2023

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Marketing at the halfway point July​ 11,​ 2023 Leanness comes to mind when encapsulating the first half of 2023 in marketing. Layoffs and budget cuts were commonplace, resulting in a quieter period. A handful of areas boomed, including generative artificial intelligence and retail media. But steeper investments have invited greater scrutiny and — at least in the case of AI — stoked fresh anxieties for an industry already on edge. The conversation repeatedly tipped into outright unpleasantness. Multiple brands, including Bud Light and Target, became the subject of prolonged consumer boycotts fueled by heated culture wars and social media toxicity. Derogatory use of the word "woke" could feel inescapable, a reversal from recent years where a focus on purposeful social issues seemed like a surefire strategy. Another common sentiment was the need to "move at the speed of culture." Marketers turned to earned media to keep pace with fads driven by platforms like TikTok while rebrands proliferated as companies prepared for a post-pandemic era and to meet the demands of the next generation of digital-first consumers. This newsletter explores multiple facets of H1 2023, including the standout campaigns, news developments and trends that informed marketing strategy. Reflecting on the first leg of the year raises questions about the second: Will the gloomy atmosphere and sense of trepidation stretch into the back-to-school and holiday seasons or will brands find their stride again? How will the ongoing writers' strike and inflationary pressures affect media activity? And to what extent will AI truly reshape the industry? As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive Email H1 NEWS AND TRENDS Credit: Dunkin' 6 campaigns that broke through the creative rut of H1 2023 Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment. Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond. Marketing in 2023: H1 by the numbers Measurement uncertainty, budget changes and platform shifts were top of mind. Inside Google's plans for improving paid search with generative AI More efficient ways to produce and edit assets and ensure responses are relevant to consumers were a focus of this year's Google Marketing Live. How legacy beauty brands are aging down to reach Gen Z Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook. Mythbusting the JIC, weaponizing the MRC: What's up with measurement? Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role. The $1T question: Can brands navigate a state-led privacy landscape? Panelists at the IAB Public Policy & Legal Summit discussed how marketers can comply with a patchwork of state data privacy legislation in the absence of a federal solution.

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