New trends impact the world of marketing every year. While some fall by the wayside, others pick up steam and evolve in different ways across different industries to become standard practices. As a new year begins, marketers are predicting which trends will matter the most and placing their bets (and budgets) on those they believe will show the most return on investment.
Below, 16 members of Forbes Agency Council share the current trends they think will turn into big opportunities for marketers in 2023. Read on to find out where they see things heading and figure out the best ways to leverage these trends and incorporate them into your own strategy.
Members pictured from left to right.
Photos courtesy of the individual members.
1. A Growing, Diverse Gaming Audience
The gaming audience will continue to grow and diversify. There are more than 3 billion gamers around the world across mobile devices, consoles and PCs. This audience runs the gamut in terms of demographics and behaviors. Agencies can lean into this trend by treating in-game inventory like any other supply source and getting creative about ways to engage where audiences are spending so much of their time. – Kimberly Jones, Butler/Till
2. The Emergence Of New Search Engines
Search marketing is going to change in a big way, and Google will no longer be as dominant. There are already reports that show Gen-Zers use TikTok more than Google for their searches, and advertisers will have to pivot. This will increase the focus on creating value-added content and actually developing marketing that consumers want to consume. Be prepared to produce better, more engaging content. – Hamish Anderson, Three Piece Marketing
3. A Greater Emphasis On Building A Brand
We have spent so much time on transactional messaging to drive conversion through the funnel. Data has gotten us here, which is good, but we need to build the brand to bring new users into the funnel. I suspect we will move toward more brand-building efforts over the coming year(s). – Evan Russack, WorkInProgress
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4. The Burgeoning Creator Economy
The importance of creators has never been this significant. Creators are the beating heart of social media, and their endorsements can shape consumer behavior drastically. A lot of brands are investing in long-term relationships with creators, with authenticity, genuine brand connection and creative approach at its heart. – Anastasia Cecchetto, Ace Influencers
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5. The Important Role Of Non-Third-Party Data
Non-third-party data will play an increasingly important role across marketing and consumer channels. Whether it’s zero- or first-party customer data, audience data, transactional data or voice of the customer data, it will not only inform tactics and activations but will also serve as the through line from brand strategy, communications and digital to engagement and loyalty, driving measurement and return on ad spend. – Bryan Specht, Salient Global
6. The Pull Of Brand Marketing
Brand marketing is going to have a major impact in 2023. Brands need to focus on being a source of value for their customers in order to retain and extend customer lifetime value. Especially in tough economic times, you need to stay in the good graces of your client base. This is exactly the pivot Airbnb has made, pivoting its marketing strategy from a direct-to-consumer push to a strong brand-marketing pull. – Bernard May, National Positions
7. The Authenticity Of Video Marketing
It’s an ongoing trend, but short-form videos continue to dominate social media algorithms and keep users more engaged than other content—especially when they come across as authentic rather than produced. Prioritizing efficient video creation rather than perfection will help agencies stay on top of trends and publish content that doesn’t feel as if it’s coming from a brand. – Gavin Baker, Baker Marketing Laboratory
8. The Cost-Efficiency Of User-Generated Social Media Videos
TikTok and user-generated social media videos that organically draw in an audience or create word-of-mouth are the best bang for your buck. They can be created by coordinating with real customers or influencers who are advocates for the brand. – Jessica Hawthorne-Castro, Hawthorne LLC
9. The Personal Nature Of Conversational Marketing
Conversational marketing is actively engaging with your audience on a personal level. It allows companies to develop deeper relationships with their audience. Think direct messaging and going live on social media. Warm your audience up before you make the offer. This is how smart agencies will prepare to leverage the trend. – Rudy Mawer, Mawer Capital LLC
10. The Strategic Enhancement Of DCX
The digital customer experience is the most strategic and vital differentiator for companies, as digital is currently the primary relationship they have with their customers. Partnering with clients to align and enhance their DCX across the entire customer journey will result in real business impacts on acquisitions, advocacy, growth and retention. – Maria Orozova, MODintelechy
11. The Incremental Implementation Of Automation And AI
Some of the biggest trends are in automation and AI. It is important to make sure that you work slowly as well as effectively when implementing new ideas. That means having access to the best options and also implementing them a bit at a time. – Jon James, Ignited Results
12. The Use Of High-Performing Videos As Conversion Ads
A marketing trend that has been working very well for us in the past few months is utilizing viral or above-average performing UGC, TikTok or Reel videos as conversion ads on Facebook or Instagram. People want to see the unboxing experience, the product in use and how it can better their lives in a TikTok-style video. These exponentially outperform high-quality videos when used in conversion campaign ads. – Drew Urquhart, Banch Marketing
13. The Power Of Google’s Voice Search AI
Google’s voice search AI continues to impact how websites appear in the results for those types of searches. SEO efforts should consider phrases and keywords people are likely to say vocally in addition to what they would use in a text-based search. – Hannah Trivette, NUVEW Web Solutions
14. The Rise Of Web3 And Virtual Influencer Marketing
One of the trends in influencer marketing will be Web3. With virtual influencers, we will be able to launch innovative advertising campaigns that will bring us closer to the consumers of the new era. Speaking of the latest generation, Gen-Z uses TikTok to search for brands and services. TikTok influencer campaigns will become an essential communication channel between brands and consumers. – Michael Kuzminov, HypeFactory
15. The Return To Qualitative Performance Measurement
We’ve been drinking and selling the attribution Kool-Aid for too long. It’s created a very myopic view of marketing in general. There is a growing shift toward understanding the limitations of attribution, especially in the B2B space. I anticipate this will continue to spread, even beyond B2B. – Gyi Tsakalakis, AttorneySync & EPL Digital
16. The Opportunities New Social Media Platforms Present
As the pillars of the social media establishment begin to wobble under the weight of new ownership and changing interests, there is an opportunity to start testing out the latest platforms. While TikTok should be on every marketer’s radar, Twitch, Reddit, BeReal and Supernova are changing how society is social online. For the right brands, these platforms can help reach new audiences. – Jonathan Schwartz, Bullseye Strategy
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Author: Expert Panel®, Forbes Councils Member
