2023 promises to be a year of changes for the tech industry. Not only will the entirety of the industry have to reconsider its current business model after a tumultuous year that saw giants like AmazonTM announce massive layoffs but it will also need to keep up with the promises it already made to customers.
With CES 2023 just having ended some days ago, it is already possible to see some of the trends that will dominate the industry this year. Healthcare monitoring, electric vehicles, IoT, the metaverse, and Web3 promise to be one of the topics making headlines this year. However, there is another topic that people in the tech world should be paying close attention to: online marketing.
This year will be especially important when it comes to marketing as GoogleTM will be implementing important changes to its advertising systems after having delayed the deprecation of cookies to 2024. The giant experienced heavy criticism around the proposal of its FLoC model, with most experts calling it a "terrible idea", yet, despite the backlash, GoogleTM seems committed to making the change, a move that certainly will make ripples across the space.
Privacy concerns aside, marketing experts are already preparing for the upcoming changes and weighing in on what the changes to audience targeting, as well as FLoC, mean for the industry. Of these experts, none seem more qualified to make an educated prediction than Rudy Mawer. Known as the "Man in Red", Rudy is widely known in the world of marketing for being a FacebookTM ads pioneer and helping businesses across the globe flourish, but most importantly, for being a regular first mover.
"There has been much speculation and discussion around the changes Google has been implementing over the past years and might implement in the future. This is no different than what we have already seen with Facebook in the past" says Rudy Mawer, regarding what Google's plans might mean to the industry. "In the end, effective marketing requires being able to target an audience, and to do this, data is needed. Whatever model Google or other advertisement companies choose to implement, they will have to provide us with critical data points for us to be able to operate with. Sure, changes will take place but in the end, online marketing will survive," he added.
Rudy is no stranger to navigating turbulent waters. In 2022, he saw many of the businesses he works with struggle to make it amid the economic downturn resulting from global events. Despite this, Rudy was able to help them experience rapid growth through his company Mawer Capital, which also experienced a positive growth rate of 177%. The trick? Innovating marketing strategies, strong leadership, and personal coaching by Rudy himself.
While many other marketing experts have expressed concern about the expected changes, Rudy believes that this uncertainty is precisely the reason why there are so many opportunities waiting to be capitalized on.
"Google isn't going anywhere, no matter which changes they choose to implement." He says. "Marketers who get stuck due to fear and uncertainty will certainly fail to adapt in time. It will be those who have the courage to risk trying new things to seize the opportunity who will gain the first-mover advantage."
