Yevhen Koplyk of Wiserbrand On The Top 5 New Marketing Trends Leaders Need To Know
An Interview With Rachel Kline
The growing importance of social impact. People in the spotlight. Agile-driven approach to marketing. Consent-first marketing campaigns. Immersive customer experiences.
Marketing trends are always changing, and it’s so important to stay relevant. What are the latest trends? How does one stay abreast of the new trends? Is it good to be an early adopter or is it best to see which trends withstand the test of time? To address these questions, in this interview series, we are talking to experienced CMOs who can share their “Top 5 New Marketing Trends That Leaders Need To Know About.” As a part of this series, I had the pleasure of interviewing Yevhen Koplyk.
Yevhen Koplyk is a CMO at WiserBrand. He is a Digital Strategist with extensive experience who covers corporate branding; E-commerce marketing initiatives; SEO; conversion rate optimization — just to name a few! A true expert at understanding today’s rapidly changing digital world, he provides invaluable guidance for those seeking an edge online — boosting visibility, credibility, and profitability all along the way.
Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
As an SEO specialist, I was eager to explore complex technical components of the projects I dealt with along with marketing in general. When I felt I could put my experience and knowledge into practice, I confidently presented my case to the CEO: ‘We could take the company’s achievements up another level’. They believed in me enough to give it a try. Result — success for all of us.
It has been said that our mistakes can sometimes be our greatest teachers. Can you share a story about the funniest marketing mistake you made when you were first starting? Can you tell us what lesson you learned from that?
One of my earliest campaigns went live on a website that had a non-working feedback form! It worked just right until the launch day. After some frantic troubleshooting (and lots of apologizing), we managed to get everything back up and running again. But I have my lesson learned: you should always double-check your work before hitting “Send”!
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
This is the CEO of a company that believed in a young SEO specialist! I didn’t have any practical experience to become a CМО — he saw something special in me and believed I could make it big if given the opportunity.
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Are there takeaways or lessons that others can learn from that?
After years of working for a small company, it was bought by a bigger company with a broader perspective. This opened up new opportunities for me — suddenly, things that weren’t possible in the past became achievable goals.
What do you think makes your company stand out? Can you share a story?
Our company stands out from the crowd because of our dedication to developing people, setting high standards and never settling for second best. In fact, it is not necessary to stand out, it is necessary to do well, better than the rest.
Are you working on any exciting new projects now? How do you think that will help people?
Our current projects are all aimed towards making the world a better place. Whether it’s creating joyful memories in jewelry stores or transforming homes with new furniture, we strive to make sure every project has a positive impact on our customers and their community — resulting in growth for business owners, job opportunities, and improved quality of life!
Fantastic. Let’s now shift to the main part of our interview about Marketing Trends. As a CMO, you’re at the forefront of the marketing space and leading diverse teams. What resources or tools do you use to you stay abreast of the ever-changing landscape?
As a CMO, I must be up to date with the ever-evolving marketing landscape. ChatGPT technology and AI — they’re rewriting industry rules as we speak! Adapting now will ensure our success for years to come.
In your experience, is it possible to forecast upcoming trends? How does this process work? Please share a story.
With the exponential growth of AI, predicting future trends has become more achievable.. By observing past data and analyzing user behavior patterns, AI software can help identify up-and-coming developments in any industry with remarkable accuracy. For instance: an online retailer used AI to recognize how consumers’ preferences were changing over time; this allowed them to stock their shelves based on upcoming customer demand — ultimately leading to higher sales revenue!
In marketing, would you say it’s better to be an early adopter of trends or wait to see if they stick before allocating resources? What are the pros and cons?
To stay competitive and tap into the success of the big business, it is critical that you are agile in recognizing potential trends. Keep your finger firmly on the pulse so that when a trend presents itself, you can swiftly evaluate whether this will bring value. If what’s presented passes through your own internal standard, then act quickly — by seizing opportunities as they come up, there’s no telling how far ahead of the curve you could be!
What are some of the past trends that you embraced? What results did you see?
We embraced a wide range of trends — but unfortunately missed out on one: NFT technology and all its potential benefits.
Can you share a time when a strategy didn’t deliver the results you expected and what you learned from the experience?
Time is money, and nothing can be truer for marketers. I believed giving too much time to unsuccessful campaigns was a waste of resources — until it proved me wrong! With minimal tweaking instead of scrapping them altogether, the projects surprisingly came alive and worked wonders — reaffirming that sometimes patience pays off handsomely!
What factors should leaders consider before jumping on a trend? Can you please explain what you mean?
Leaders must ask themselves how a trend can serve their business or the businesses of their clients before following it. If they cannot find any advantages, then there’s no point in investing time and energy into something that won’t lead to lasting success.
Here is the main question of our interview. We’d love for you to share your expert insight. What are the top five marketing trends leaders should know about in 2023? Can you please share a story or example for each?
- The growing importance of social impact
As people become more aware of how their actions affect the world around them — and how they can make a difference — corporations are becoming more aware of their responsibility to society as well.
Today’s consumers want to make informed decisions about where they spend their money and what kind of impact their purchases are having on the world around them.
As a result, companies are starting to take better care of social and environmental issues. This means that businesses must be more focused on their sustainability efforts in order to be competitive in 2023.
2. People in the spotlight
“People trust people” trend isn’t new in digital marketing. In 2023, it will become stronger, giving rise to new influencer marketing strategies and campaigns, creating new partnerships between brands and opinion leaders, putting customer feedback in the spotlight, and strengthening the power of social proof.
3. Agile-driven approach to marketing
Marketing is going to be more agile and data-driven in 2023. Agile marketing relies on rapid iteration: instead of making long-term commitments, marketers will be able to test out new ideas quickly and cheaply by running A/B tests with small groups of customers. This approach will allow marketers to determine whether a new campaign will be successful before spending too much time or money on it.
4. Consent-first marketing campaigns
As you know, Google is going to cancel the third-party cookies in Chrome by the end of 2023, which means that companies will be forced to switch to consent-first marketing campaigns instead of behavior-based advertising and targeting. So, now is the right time to think about strengthening relationships with the customers and paying more attention to the trends above — influencer marketing.
5. Immersive customer experiences
Virtual and augmented reality is here to stay, and in 2023, more and more companies will adopt these technologies to create immersive shopping experiences, and help customers make better purchasing decisions. VR and AR are more than just gimmicks — they’re a way for brands to connect with their customers in a new way that’s both fun and effective.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
A Knowledge Sharing Hub (KSH). A platform where people could come together to share their experiences and insights with each other, think of the possibilities! It would be like creating a giant network of problem-solvers who could tackle any issue.
Anyone who might have relevant insight into their respective fields could become a consultant and discover the value of collective intelligence at the same time.
How can our readers further follow your work online?
https://www.linkedin.com/in/yevhen-koplyk/
Thank you so much for joining us. This was very inspirational.
