Top 6 Marketing Trends in 2023 To Look Out For

Marketing trends over the years have become volatile and dynamic, but also more predictable. With consumer behavior and quantifiable metrics becoming more accessible, insights have given rise to trends that are set up for success.

‍

While the pandemic created seismic shifts in the way we perceived content, and how people interacted with it, the fundamentals of content both online and offline have remained the same: stay relevant, stay fresh, and stay in business.

‍

The latest marketing trends in 2023 are predicted to carry on formulae from 2022, but enhance the creative and technological compatibility of their execution. With that in mind, we’ve rounded up the top 6 marketing trends for 2023 that are sure to be a part of successful marketing equations throughout the year.

‍

1. Make way for the world of AI

‍

AI or Artificial Intelligence isn’t a new concept, but what does keep refreshing is the possibilities with it. Today, AI has become mobile and user-friendly, allowing brands to use them for communication, and people to use them for self-expression.

‍

With the likes of ChatGPT and AI imaging and video software making their way into the average person’s life, this particular type of intelligence opens up a new avenue for businesses. Whether it’s music, videos, gamified experiences, online interactions, or all of the above, 2023 needs to brace itself for a wave of AI that will bring human creativity and machine learning together almost seamlessly.

‍

2. Experiential marketing makes a comeback

‍

The 2+ years of the pandemic changed the way consumers chose to eat, move around, engage in recreation, and even build careers. However, the magic of the offline world isn’t lost on our race, and that becomes a huge upward wave to capitalise on.

‍

On-ground experiences that are immersive, innovative and inclusive are going to be all the rage in 2023, creating a gateway for people to revisit leisure outdoors. On-ground experiences present the perfect opportunity for brands to create communities beyond social media, through tangible assets, and also bank on the ‘Fear-Of-Missing-Out’ that gives rise to footfall.

‍

3. It’s time for unique brand collaborations

‍

Two food brands create a single menu, or a fashion designer creates a line for an online shopping brand; Interesting? Yes. Predictable? Also yes.

‍

Unique brand collaborations break the barriers of what traditional partnerships present, foraying into a world of unlimited possibilities. In a day and age where anything fresh is met with openness, businesses in 2023 are more likely to break out of their own patterns and do the new.

‍

Think food meeting fashion, music meeting mental health, or even automobiles meeting fine arts; in 2023, marketing that makes waves will also take certain calculated risks.

‍

4. Say hello to niche creator networks

‍

Influencer marketing has seen a full-blown boom since 2010, and thirteen years later, it has become an integral part of all marketing campaigns. And while the word ‘influencer’ seems rather vague as time progresses, the word ‘creator’ has replaced it. However, does this change serve a larger purpose?

‍

In 2023, the name of the game will be all about going niche. Creators are more likely to zero in on hyper focused niches for themselves; fashion to luxury or sustainable fashion, motivational speaking to youth mental health, make up to locally made cosmetics.

‍

Again, this presents a unique and scalable opportunity for brands, both big and small. With niche creator networks, brands are in a better place to promise authenticity and originality in content, and collaborate with faces and names that truly believe in their brand’s cause.

‍

5. Gearing up for more short form content

‍

With the TikToks and Reels of the world already thriving, video content saw a nearly 200% increase in consumption between 2019 to present day. As such, brands and marketers alike are fully aware of the power of video content.

‍

While longform content continues to keep its appeal with a certain section of the audience, studies show that short form, snackable content will continue to see a rise in visibility and demand in 2023. Snippets over sagas, glimpses over narratives; for today’s always-scrolling viewers, less is more, and more is just not a preferred option.

‍

6. Opening up to social media storefronts

‍

Social media platforms have transformed and evolved rapidly, constantly updating features, improving accessibility, and making it possible for both brands and consumers to do more. The prime example of this being Instagram, with its shoppable features and AR/VR integrations.

‍

While some global brands have already begun selling certain niche products on social media through direct purchase options, more brands are predicted to shift their e-commerce stores to these platforms in 2023. Even experiential ticketing and limited-time passes are believed to shift from microsites to social media.

‍

And while this wouldn’t be the go-to strategy for businesses with larger target audiences, niche and luxury brands are sure to ride this reinvented sales wave.

‍

‍

‍

2023 is predicted to be one of the more interesting and evolved years for marketers worldwide, possibly setting the precedent for the rest of this decade. At Overture, our plans for the decade happen to be just as bullish as the growth of trends.

‍

If you’re on the same page, we’d love to turn to the next chapter with you.

‍