Buying new tools isn’t always the answer

Guest post by Jordan Buning

Each year brings with it new technologies, new shifts in consumer behavior, and new selling opportunities that get marketers excited. In each regard, 2023 will be no different.

While the new year can be one of great success and growth for your organization, it might not be the year to go all-in on the latest marketing tools and trends. Against the backdrop of a possible economic recession, 2023 is a good time to recall that patented paternal wisdom about purchasing a car or choosing a college major: play it safe.

What might that look like? Rather than pursuing new assets, take time to harness the technology and human capital in which you’re already invested. Be responsible. Be level-headed. Stick to the basics, and leave the risky purchasing decisions to your competition. The top trends of 2023 will have a familiar ring to them, and that’s OK ― you can thank your dad later.

1. Diving into your existing toolkit

With many economists forecasting a recession of varying degrees in 2023, budget constraints will be a reality for marketing departments everywhere. Instead of fretting, take stock of the last few years. Which tools in your marketing toolkit have worked? Which haven’t? Which might be underutilized?