Generation Media’s Jonathan Chambers explores how marketing in 2023 needs to be armed with the right data to make the right decisions.

Back in January’s edition, Generation Media laid out its guiding principles for marketing in a recession. Principle among these was maximizing Share of Voice (SOV) over your competitors, and identifying and focusing on the key battlegrounds for this. The streaming giants Netflix and Disney+, with their new partially ad-funded models, provide the toy industry with a new frontier. As new platforms, they offer the opportunity for early adopters to dominate SOV. Given what we currently know about the platforms however, would this be the right decision?

Jonathan goes on to evaluate the merits of the different media platforms in terms of what they can offer to support marketing decisions.

He concludes that 2023 is set to be a challenging year, and  making the right decisions when it comes to media selection will be more pivotal than ever. It will be crucial to arm yourself with the right data and insight to make sense of the ever-evolving landscape, so do get in touch with Generation Media if you want support in making a success of 2023.

Jonathan can be contacted on jonathan.chambers@generationmedia.co.uk.