A view on 2022 and what's in store next?

As the industry winds down from a busy and often challenging year we invited ADMA’s board to give us their view on 2022, and assess what is coming over the horizon in 2023.

Andrea Martens, CEO, ADMA

How would you sum up 2022?

I think 2022 has been a bit of a roller coaster for most people - and the year most of us realised that there’s no returning to ‘normal’ - if that’s what life was pre-pandemic. I think some of the events of this year will be even more era-defining than Covid has been for our society. Starting with Russia’s invasion of Ukraine and China’s continued lockdowns, and all the knock-on effects those events have had on the rest of the world, from global security to supply chains and ultimately the economic slowdown.

Closer to home we’ve had some recent incidents which have really put data back in the spotlight, and regulators are certainly paying more attention and taking a more active interest in some of the practices we as an industry have been using. The foundations of new legislation for both Privacy and data protection are now in place, and will have some profound impacts.

How has that affected you as a marketer?

Despite all of these headwinds I still feel there has been a sense of optimism and excitement from people and in particular the industry. After all, these are the times when great marketers can really step up and make an even greater impact for their businesses and society at large.

For marketers more generally I think the economic situation has pulled a sharp focus on the need to be more across the numbers that matter in their businesses, and how they can show how they create real value.

I’m not convinced most businesses have grasped the importance of the need to be across the legislative changes that are coming - there’s been a lot of interest but it probably feels like a 2023 problem. My advice is to prioritise that in the new year, if you haven’t already.

So what can we expect in 2023?

I’ve previously written that we can expect Regulationageddon in 2023 - that means some sweeping changes to the laws that govern what we currently do. While these will take time to be enacted there are already a number of best practices out there - and global businesses operating under GDPR and CCPA are already a step ahead.

And with tougher economic times ahead a bigger focus on maximising returns and real data-led strategies are going to be necessary. That’s not to underplay the role of creativity and brand, but with more pressure on them marketing budgets need to be more efficient and work harder than ever before.

And what does that mean for marketers?

I think 2023 is the year for learning for everyone. New regulations always require bedding in, and companies will be testing what can and can’t be done. But those with a nuanced understanding of the laws will be able to find the new sweet spots more quickly.

I do hope that as we see reform of the laws to better reflect the expectation of our consumers and protect them from harm, that we remember that compliance is ultimately the minimum requirement we need to build consumer trust. There is more at stake than just large financial penalties.  Marketers need to get across the detail - and bring the important stakeholders in their businesses along for the journey.

All of this will ladder up to a better relationship with customers.  As data driven marketers, an understanding of the laws around the collection, use and management of data must be understood by all if the value proposition is to be right for all parties.

What does this mean for ADMA?

Education, education, education. In an ever evolving landscape, no-one can can claim to be an all-knowing expert and pretending to know all the details is more of a danger than a skill. To avoid any risk exposure and to optimise opportunities, it is important be across the foundational concepts as well as the changes.

We’ll be releasing an overhauled education program in 2023 which will be even more focused on the essentials of the industry. Being useful and a go-to resource for our members and the wider industry are what we strive for.

And we will also continue to advocate for the industry as new laws are being drafted and passed to ensure the industry’s voice is heard loud and clear. We’ve got some of the leading minds working on this already, and working with legislators get this right is essential for everyone - both businesses and consumers.