Customer alignment. Staff alignment. Communication. Experience. Practical integrity. Every year, people like me write about the trends in marketing in the year ahead. But do these trends matter? To my mind, trends matter only to the extent that they provide insight into emerging technologies, new ideas and what seems to be working for marketers. It is also reasonable to ask how marketers should respond to these trends. Should these trends be embraced because they work for others, or should they be avoided because others use them? Certainly, there might be times when others zig that you should you zag. This missive discusses several trends likely to dominate the marketing landscape in 2023. Four are addressed in more depth. This missive also addresses one ‘non-trend’ that, in my view, has more potential than the other trends – combined. How you respond to these trends is a matter for you. TACTICAL AND OPERATIONAL…