The 8 Most Important Marketing Trends To Watch, According To Executives

“The number one trend is going to be how to use artificial intelligence to make much more sound decisions. I want to preface that with, it feels a lot like 2017 and we’re using the word “blockchain,” and everyone wants to be a part of the blockchain. Blockchain gets thrown around way too much, and it becomes overhyped and then it becomes pared, and then it’s not a thing. The great thing about AI is it’s an excellent way to remove biases from your decision-making process. AI can pull us out of that and help us make much more sound decisions. Imagine a world where, from an e-commerce perspective, you were able to input your business objectives, and then a systematic programmatic approach to decision-making.”

“Generative AI – Everybody’s talking about it. It’s definitely going to change the world. But let’s not forget that people don’t really want to talk to robots (more on that in a second). I know a number of writers who have half-joked about AI taking their jobs. The important word here is “half.” As people become more familiar with the possibilities and limitations of Generative AI, they will realize that AI can’t replace people—at least not yet. Writers and designers who embrace technologies like ChatGPT or DALL-E in the same way that they embraced Photoshop or spell-check—as another tool in their belt that can help them elevate their art.”

“According to Digital 2023, while users’ time on the internet went down year over year compared with 2022, their time spent on social media only continues to increase. This indicates that digital habits are changing yet again—and that social media users are relying on TikTok, Twitter, Instagram and Facebook for more information and research than they did before. For example, there’s a growing trust in the use of in-app purchases—which has the potential to change not only how and where people shop, but how they make their purchasing decisions. This is particularly important for marketers who are considering increasing their social media spend. While now is the time to invest in social media advertising, it’s also important to do so strategically, as users are becoming savvier when it comes to what they like to see and where they like to see it.”

“Social platforms have peaked. Over the last decade, digital media has been dominated by social platforms. Both users and advertisers flocked to them. However, the industry has reached an inflection point where many of those companies have become compromised due to concerns about data privacy, content moderation or antitrust efforts. With all those unknowns, marketers need to find ways to rely on ease, stability, and performance in their media buys. In 2023, we’re going to see media spend shifting to venues where marketers can be certain those needs are met.”

“With the sunsetting of third-party cookies, we have seen data clean rooms grow in popularity this year. In 2023, we expect to see them take center stage. As we move into a world with tightening privacy regulations, we will see marketers increasingly demand solutions—like Publisher Advertiser Identity Reconciliation (PAIR)—that allow for the continual sharing of data in a safe and privacy-first way. Data clean rooms enable brands to cross-match anonymized, aggregated data without actually revealing any personally identifiable information or allowing access to the data outside of the clean room.”

“Marketing these days needs to be personalized for your target audience. We always say ‘design for everyone or design for no one—it is the same thing.’ What that means is that you really want to design or market directly to the persona or audience you are trying to reach. So, make sure that you are leveraging your data to be able to organize things such as your CRM, be it HubSpot or Salesforce or something else. Use the data to segment and personalize the message to your audience, targeting them where they are and when.”

“How consumers experience a brand should be top-of-mind these days, especially in an industry dominated by Millennial spending. The younger generations are prioritizing experience and are all about personalization and, in our digitalized world, everyone can be a brand advocate or a critic. A positive or negative experience can be instantly shared, whether tweeted, snapped, or tok’d. Considering and investing in the way consumers perceive your brand is key.”

“For me, [deep segmentation] is mission-critical and I cannot emphasize it enough. In a crowded marketplace, marketing leaders now more than ever need to invest in research to understand their core target audience—what makes them tick, what their hopes and dreams are, what they do in their free time and how they consume media. Understand what sets them apart from other potential customers and what’s most important to them. And then understand what percentage of potential revenue they represent so you have more clarity on the business opportunity. Only once you have an in-depth understanding of your key target audience, can you start to develop the right creative, buy the right media, and create meaningful campaigns that will resonate with them. A lot of companies get this step wrong.”

“Thanks to continuous technology advancements, people keep changing their habits and quickly shift from reading blog posts and e-books to watching videos to listening to podcasts. It’s hard to predict what will be next once the era of TikTok and podcasts cools down, but what we can be sure to conclude is that consumers are getting more and more impatient, and want their information as soon as possible. Three sentences into an article, 30 seconds into a video—if the answer they’re looking for isn’t immediately obvious, they will move on.”

“This year, our Annual Client Trends Report predicted that audio routines will be a staple in daily lives. We know that short form video content is extremely popular, and the preference for longer video content has decreased. I feel consumers are reaching their capacity for visual content, and are turning to the audio medium for a form of longer storytelling that can’t be jammed into a 15 second video. Podcasts have grown significantly in popularity over the last few years, and I think brands and creators will start to incorporate podcasts into their content strategy, if they haven’t already.”

“One of the biggest issues we have been hearing more and more lately is, ‘How do I prove the ROI of the marketing we are doing?’ Proving ROI is not new, but getting the right data can be a challenge. There are plenty of MarTech platforms to choose from, but you need to keep in mind that it is all based on the data being captured or entered in. We use HubSpot to prove leads, track closed deals, and more—I personally have been using the platform since 2012. Finding the right platform, keeping the data correct, and analyzing what is working and what is not working, will not only help to reduce costs but will also save your people and time resources as well!”

“Owning your sh*t: As brands evolve, sometimes brand perception and reality do not align. Often a brand will want to take steps to meaningfully shift perception as a result. That in and of itself is not necessarily a bad thing. With the pervasiveness of social media, however, customers not only may have their own perceptions, but they also have a forum for promoting those beliefs to a wider audience. Audiences have begun to play a role in defining what a brand stands for and means—sometimes to the chagrin of marketers. When brands try to fight that tide, they often get into trouble. Often, it’s a better course of action to own some of the stereotypes rather than trying to turn the Titanic on a dime. You can still massage the message, soften the sharp edges, and work with micro-influencers to help drive it home and build trust, but you cannot abandon your DNA. So you might as well embrace it in some form.”

“Organizations will find their purpose. Consumers are making purchasing decisions based on more than just products. As our world becomes more socially and culturally conscious, consumers are actively looking for opportunities to support companies with a purposeful social mission. With this in mind, it’s going to become even more important in 2023 for organizations to align themselves with and clarify their commitment to a meaningful social cause that will resonate with customers and the brand’s core values. Not only does this humanize the brand but it also offers an opportunity for a deeper emotional connection with customers.”

“Take a stand. People do business with people—and they want a meaningful reason to do business with you. Today’s young and up-and-coming consumers want to align themselves with a brand that is doing good in the world and is serving a greater cause than just padding their own pockets. Even more established consumers are leaning in this direction. So, take some real time to think about your brand, what it stands for, and what causes you’d like to align with. Then take action by donating a portion of sales, donating time or money, or participating in other fundraising and support efforts. And don’t forget to highlight your efforts front and center on your website, social media, and any other sales collateral.”

“While value alignment between a brand and its consumers is different from emotional connection, it’s equally important. People typically choose brands with values that resonate with their own, such as community involvement or environmental consciousness. Being crystal clear on company values is a way to humanize a brand and deepen customer connection. To reach customers who align with your brand on a deeper level, it’s a good idea to weave your company values into consumer messaging.”