This week: We track marketers as they shift their focus from the Jetsons to the Joneses, unpack the strategy behind why a legacy brand acquired a viral hit, and wrap up some lessons learned now that 2022 is in the rearview mirror:
From out-spend to out-smart: Tough economies make tough marketers, if they’re willing to get going when the going gets tough. Here’s how marketers plan to outmaneuver the competition this year, after so many years of trying to outspend. (Digiday)

Definitely M-A-Y-B-E: Can a viral success sustain? Unpacking the strategy of Wordle’s acquisition by the New York Times. (Harvard Business Review)

If I could return back time: Here are the reasons customers return products they buy online, ranked. (Insider)

I hate to burst your bubble: Practicality and profitability seem to be the unglamorous buzzwords driving excitement at this year’s CES. Move over meh-taverse. (Bloomberg)

ICYMI: We did a wrap-up of the end of year wrap-ups published by Reddit, Google, TikTok and more. Key stat: 78% of marketers say more has changed in the past few years than the past 50 combined. Here’s what’s changing. (LinkedIn)

How about you? What’s your focus for 2023? And how’s your Wordle game these days?

Happy first Friday of 2023,
Krystle & Andrew


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