6 Marketing Trends Shaping the Industry in 2023

Marketing trends never stay the same. They come and go as brands learn to leverage new technology.

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A few trends may have dominated 2022, but this could all change next year. What do marketing experts see on the horizon for 2023?

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1. Experience Marketing

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In 2023, millennials will continue to prioritize brands that give them memorable experiences or make them feel happy. And for this generation, happiness isn’t focused on material things and career status; it’s about creating memories through meaningful encounters.

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This supports the growth of an economy driven by the consumption of experiences. In fact, research has shown that over 55% of young consumers are spending more on events and live experiences than ever before.

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That means we will see more experiential marketing—or campaigns that engage consumers in activities that have emotional appeal—in 2023.

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2. Influencer Marketing

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Word-of-mouth advertising has always been one of the best marketing strategies. Now, it has taken a new form through influencer marketing.

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People are more likely to try a brand if it has been recommended by someone they know and trust. So, brands are seizing the chance to build more authentic connections with their target audience by appointing long-term brand ambassadors.

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This form of social media marketing isn’t exactly new—it picked up steam in 2022. However, marketing experts predict it will keep its pace in 2023.

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About 89% of marketers who are currently engaged in influencer marketing will increase, or at least maintain, their investment in the coming year. 17% of marketers are projected to invest in it for the first time in 2023, making it a popular marketing tactic on the rise.

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3. Short-Form Videos

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Another one of the marketing trends that took 2022 by storm and is predicted to carry over in 2023 is the unique experience that short-form videos offer.

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While long-form videos offer large amounts of information about a brand, marketers have learned that getting to the point with short-form videos is much more effective. Not only does it take less bandwidth, but it also aligns with the short attention span of online audiences across a variety of demographics.

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This is the reason why TikTok and Instagram Reels have quickly gained traction in 2022. About 90% of marketers using short-form videos will increase or maintain their investment in 2023. In addition, one in five marketers will leverage it for the first time next year.

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4. Acceleration of AI Adoption

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Artificial Intelligence (AI) is slowly gaining traction among B2B companies, mostly through virtual customer service options such as chatbots. In 2023, experts predict AI will expand from customer service to marketing.

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It can help provide insights into which strategies work best for specific segments and audiences. Some PR tech tools can even link sales outcomes to earned media coverage.

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This kind of technology is one of the marketing trends that is still in its infancy stage. But it is predicted to grow massively in terms of iterating paid ads, testing the effectiveness of ads on a massive scale, and projecting and calculating accurate ROIs. All of this could happen in 2023.

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5. Enhancing User Experience Using AR and VR

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‍Augmented Reality (AR) and Virtual Reality (VR) have many applications in sales and marketing.

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For example, IKEA has started using AR technology to immerse consumers during the buying process. The tech helps them visualize how products would look once placed in their homes.

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Warby Parker trended because of their app’s try-on feature, where users can virtually try on a pair of WP glasses. And the technology isn’t an avatar but a nearly life-like preview of how the glasses would look on you. This helps consumers make a more informed decision and reduces the likelihood of returns.

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6. Cohesive Customer Experiences

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In 2023, we’ll see more marketers create campaigns, not through a “campaign-only” lens, but  with more focus on giving consumers a cohesive experience.

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Brand recognition across various platforms—websites, apps, customer portals, social media pages, etc.—is still important. But what’s even more crucial is how seamless the experience is when a customer traverses these platforms.

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Each platform should be familiar without looking identical and this cohesive experience could be achieved by consistent branding, familiar visual elements, a standardized structure and labelling system, and cross-device compatibility.

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Keep Up with 2023 Marketing Trends

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In marketing, it’s crucial to stay on top of trends to remain relevant. That’s what we do at The Concierge Club, a premium event and experiential marketing agency.

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We continue to educate ourselves, embrace the latest marketing trends, and incorporate them into our clients’ branding strategy during events, so they stay ahead of their competitors.

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Get in touch with us if you want your brand to be ready for 2023 with extraordinary events.