Even though the digital economy is currently

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Generative artificial intelligence ( AI) has climbed to the top of the list of the most exciting trends in the technology arena. And while this concept promises to have a major impact on the marketing and advertising industry, marketers seem to be ignoring this trend (at least in Europe).

According to a recent report by the European Marketing Confederation (EMC), the imminent demise of third-party cookies (and how their disappearance will transform digital marketing) are the trends that are currently most popular among those who are professionally dedicated to marketing in the old continent (who also keep an eye on customer experience and CRM).

in a bad way, with a plethora of online giants having implemented massive staff cuts and seen their once-bound revenues shrink, marketers are no less sceptical about digital media . Digital marketing remains the number one topic for marketers, with customer experience management (34%) and brand management and strategy (26%) also placing a high level of importance.

Among the European countries under the microscope in its report by EMC, only Germany and Ireland stand out from the norm when it comes to naming the most important topics for marketing professionals. In Ireland, the most important topic in the eyes of marketers is the design of strategies focused on sustainability , while in Germany, marketing professio kuwait number screening nals attach great importance to the expansion of the customer experience. In Ireland, the sacrosanct digital marketing does not even make its way into the Top 3 of preferred topics, and in Germany this topic is relegated to third position in terms of importance.

The main challenge for marketers is to consolidate the consumer data in their possession
It is also worth noting that the priorities of marketers vary widely from one country to another. In countries such as Austria, Portugal and Lithuania, the topic of brand management comes up a lot , while in Germany, marketers are mainly concerned about the return on investment. In other markets, loyalty programmes are at the forefront.

As for the challenges that 2023 will bring for marketers, the number one challenge for marketing professionals in Europe seems to be the consolidation of consumer data to generate a 360-degree view of the consumer (35%).

Other vital challenges for marketers include recruiting employees with the right experience (32%), creating a consistent customer experience across all touchpoints (30%) and implementing and using new technologies (27%).

Conspicuous by its absence from the list of marketers' priorities and challenges is one topic that, paradoxically, is constantly on the lips of marketing and advertising professionals: AI . However, it does not seem that marketers can continue to drag their feet for much longer on a topic that will probably cause an earthquake of many degrees on the Richter scale in the marketing industry (and will revolutionize it irreversibly and forever).