In the increasingly competitive world of higher education, marketing plays a vital role in driving recruitment of new students.

CMO has canvassed a wide array of predictions from across the industry and waded through tens of thousands of words to find out what’s on the cards for digital marketing in 2023. Here’s what we discovered.

All the latest martech and adtech news from Unity, IronSource, Twilio, Qlik, Samba TV, Klaviyo, Eyeo, Blockthrough, Openprise and GetMee.

As a retail-focused home appliance maker, Fisher & Paykel has had to be satisfied with having only limited connections to its customers. But in a world where relationships are critical, and first-party data is key, such a hands-off approach is bringing diminishing value.

Sometimes you don’t need a large marketing team to accelerate growth – especially if you have a household name to give you a nudge in the right direction.

Marketers need to be able to track campaign effectiveness all the way through to customers and revenue, beyond merely website visitors and leads, if they’re to see the real story, according to Attributer.io co-founder, Aaron Beashel.

In the recent Clevertouch State of Martech report, 50 per cent of respondents said they were overwhelmed by martech choices today. Forty-four per cent also admitted platforms have gone unused during the pandemic. Yet 34 per cent are looking to buy more martech over the next year.

Campaigns have been a part of marketing since marketing began. Now Vivek Sharma believes its time to let them die, and Da Vinci is his chosen assassin.

All the latest martech and adtech news from Cordial, Amobee, Oracle, Microsoft, Alida, Infobip, InfoSum and Annex Cloud.

Oh Crap is a brand on a mission. What began as a lightbulb moment in the park has become a thriving business with numerous copycat brands keen to acquire environmentally conscious dog owners. And driving this ongoing brand messaging and customer connection is an increasingly refined email and social marketing approach.

Celebrity support can provide a massive boost for any brand, and for Rachael Finch, her prominence as Miss Universe Australia 2009 and career as a reporter and reality television contestant has provided the ideal marketing foundation for her wellness brand, Kissed Earth.

With fewer than one in three B2B marketing leaders feeling they’ve successfully adopted marketing automation, it’s clear there’s a big gap around how to utilise these platforms more effectively.

Understanding what’s driving customer engagement and rapid-fire website innovation are a couple of the benefits Aussie fintech, HelpPay, is gleaning from early investment into a digital marketing platform.

Three quarters of senior marketers don’t feel they have the technical ability to realise their digital ambitions and half feel overwhelmed by the amount of martech at their disposal.

All the latest martech and adtech news from Nielsen, Optimove, BigCommerce, Terminus, TripleLift, Soprano Design, Sensor Tower and InMobi.

How much more can a brand be to its customers? That was the question Australian costume and party accessories retailer, CostumeBox, was asking internally as it set out to revamp its marketing strategy and re-engagement efforts.

The latest Gartner Magic Quadrant for content marketing platforms has highlighted Optimizely (Welcome), Sprinklr, Skyword and Seismic as leaders both in terms of vision and ability to deliver.

Adopting marketing technologies often goes hand-in-hand with a desire to automate communications and customer engagement. But for the team at Australian ticketing platform provider, Humanitix, seamless integration of CRM into every step of its operating model has delivered capability to provide a human touch at scale.

All the latest martech and adtech news from Vision6, ironSource, Tapjoy, BlueConic, Nosto, Lotame, Gainsight, AskNicely and ActiveCampaign.

Signet found itself facing the dual challenge of lifting customer sentiment and digital infrastructure capability in order to pursue growth.

All the latest martech and adtech news from Zendesk, Momentive, LivePerson, Nielsen, Adqsuare, Permutive, Intuit, Mailchimp, Impact, HubSpot, Airship and ActiveCampaign.