{"id":2674,"date":"2023-01-03T00:00:00","date_gmt":"2023-01-03T00:00:00","guid":{"rendered":"\/www.youradv.com\/advantage-360\/my-3-plus-2-more-commerce-resolutions-for-2023\/"},"modified":"2025-11-03T18:24:17","modified_gmt":"2025-11-03T18:24:17","slug":"my-3-plus-2-more-commerce-resolutions-for-2023","status":"publish","type":"mrktblog-posts","link":"https:\/\/youradv.com\/mrktblog\/my-3-plus-2-more-commerce-resolutions-for-2023\/","title":{"rendered":"My 3 (Plus 2 More) Commerce Resolutions for 2023"},"content":{"rendered":"

I was ready to knock out my gym-resolution workout while thinking about tonight\u2019s diet-resolution dinner when the idea of this blog jumped into my head.<\/p>\n

Resolutions are a rallying cry to unite for a common cause \u2015 and we love<\/em> a common cause. We love the notion that a calendar-date change inspires millions to sign a contract with themselves. To resolve to do something \u2015 something that gives them meaning or hope or inspiration or a new chapter to look forward to. Deciding to sign up for the gym and committing to eating a salad every day starting on October 17 just doesn\u2019t have the same vibe as doing it on January 1.<\/p>\n

But as I sit in this gym without a sweat on day two of my seven-day free membership, rather than faking that I\u2019ve been coming here for years I\u2019m inspired to jot down a few resolutions on a topic I\u2019m familiar with: Commerce and marketing. Here are three resolutions I\u2019m making for 2023:<\/p>\n

Three New Year\u2019s Resolutions for Marketers and Brand Leaders<\/h2>\n

1. I resolve to avoid using marketing jargon for the sake of superficial validation. <\/strong>We\u2019ve heard it \u2015 and used it \u2015 all. Some of you probably play bingo to it. But can we all simply resolve to stop with the jargon and cut to the chase? In commerce, our goal is to help sell stuff in the most effective and efficient way possible. Saying we\u2019re using \u201cbig data\u201d when you\u2019re using an Excel chart with a pivot table doesn\u2019t make us sound smarter; it shows we\u2019ve lost sight of the greater good. What\u2019s my \u201cretail media strategy\u201d? It\u2019s a media strategy that drives more sales that happens on the retail side.<\/p>\n

2. I resolve to not drink the Kool-Aid (although I do love a nice glass of cold grape Kool-Aid every now and then . . . Oooooooh yeah) and manufacture a controversy that only exists in headlines. <\/strong>How many year-end summaries \u2015 not the one Spotify sends to tell you Dire Straits and Disney songs were your most played \u2014 included \u201cThe Death of E-Commerce?\u201d Having declined in year-over-year growth, 2022 e-commerce sales still closed in on $1 trillion<\/a> for the first time and are expected to top that figure next year. The spin, though, has been that the drop in annual growth signals that everyone is going back to shopping in stores. Is there truth to that? Some. But we won\u2019t see a seismic shift back to pre-pandemic levels. Marketers, pundits and \u201cexperts\u201d love to proclaim someone or something is better than the other. The notion of coexistence doesn\u2019t make for a good debate. YouTube = The Death of TV. Amazon = The Death of Brick-and-Mortar Retail. Uber = The Death of Taxis. Airbnb = The Death of Hotels. Why does everything have to be binary? Have you engaged in two services, one an incumbent and one a shiny, new upstart? Do you think Amazon employees only shop at Amazon? Do you only book Airbnbs? Or do you look for what fits your needs in the moment? Options create a very healthy competitive landscape that benefits the end user. Singular solutions don\u2019t.<\/p>\n

3. I resolve to not get swept up in the data tidal wave and will allow myself to be human and have human emotions. <\/strong>Great marketing is an art and a science. Let\u2019s all agree data drives incredible insights, mitigates risk and gives confidence in success. But in 2023, let\u2019s also agree that data shouldn\u2019t be the only factor when making decisions. I\u2019m not an anti-data person, but I believe we\u2019ve gotten so caught up in the definitiveness of data to drive our decisions that we\u2019ve lost some of the art in our decision-making. We\u2019ve put audiences into pods: shops on Mondays, doesn\u2019t buy canned goods, uses own multiuse bags, drives a sedan, has two kids, lives in a condo and watches ev-er-y episode of \u201cLaw & Order.\u201d And our data shows there are 5.5 million of these people scattered throughout the U.S., but they\u2019re concentrated between Boise and Cleveland, and we should target them with creative that speaks to how condo living is better than owning a house and how shopping is like solving a murder \u2015 and we need to do this on Mondays at 9 a.m. CT. A contextual understanding of a group of shoppers helps us tap their interest but converting them relies on many factors unique to each individual, including price, need state, brand loyalty and more. The art evokes an emotion, the science delivers an advantage. It\u2019s not either\/or.<\/p>\n

To thrive, brands need to embrace both the data and the humanity at the heart of an omnichannel retail strategy.<\/p>\n

Bonus Resolutions to Elevate Retail Impact<\/h3>\n

1. Stop treating retail media networks as the newest \u201cit\u201d thing.<\/strong>I say this as a person who heads up an agency that strongly supports and closely partners with RMNs. They\u2019re extremely valuable and important to brands\u2019 ability to sell and grow. But in their purest form, they\u2019re media. They happen to be deeply connected to and close to the end goal of sales, which is why they\u2019re so important to every brand\u2019s marketing strategy. But they aren\u2019t the sole driver of growth. How you invest in them and use them matter.<\/p>\n

2. Remember the basics.<\/strong>Most aren\u2019t sexy, but they\u2019re all effective. The wrong digital shelf strategy and faulty execution can result in a 10% negative swing in conversion. One word in a headline can be the difference in showing up in front of 5,000 search queries or 20,000. Year-over-year comps don\u2019t tell the whole story and comparing dollar sales and volume against an unprecedented year is a losing battle. We went through this the first year of COVID and we\u2019re facing the same with the impact of inflation and pricing actions. Find a measure and set goals that manage expectations, acknowledge anomalies and won\u2019t send a false positive message \u2015 then align on those.<\/p>\n

I\u2019ve got dozens more resolutions to rattle off, but I\u2019ve now sat on this weight bench with only 1,008 words written to show for it, have seen a staff shift change and been subject to several very angry resolutioners on the same seven-day trial waiting to use this bench, who out of frustration abandoned their resolution and immediately signed up for the Disney+ seven-day trial.<\/p>\n

Let\u2019s make it a great 2023.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

I was ready to knock out my gym-resolution workout while thinking about tonight\u2019s diet-resolution dinner when the idea of this blog jumped into my head. Resolutions are a rallying cry to unite for a common cause \u2015 and we love a common cause. 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