Top 8 Marketing Trends for CMOs & Marketers

Although fragmentation in the marketplace will continue into 2023, consumers are headed in the opposite direction by minimizing where and when they are “consuming.” And while opportunities for engagement still exist, consumers are also focusing on fewer channels.

In 2023, CMOs must make fewer resources go further as they battle marketplace uncertainty and high turnover rate. But the resultant question is, how?

Marketers should rely less on cookie targeting and try to adopt next generation identity solutions that provide improved addressability and data protection. With the rise of Artificial Intelligence (AI), the name of your agency is becoming less important than the results you can generate with the data you have within your network of partners.

Here are the top 8 trends that will drive efficient growth for your brand this year. 

AI & AR Will Thrive

Activations in the AR space will move beyond playful filters to richer, shared experiences and giants like Snapchat are leading the way. AI software like ChatGPT has gained credibility and will play a larger role in 2023.

New Emergent Channels 

We’re seeing a wider range of platforms entering the digital space and heritage players like Meta and Snapchat may experience a downturn. “Dark” channels like Discord are on the rise, which are increasingly important for understanding groups like Gen Z. Moreover, this channel shift raises concerns about emerging customer analytics for targeting and measurement challenges.

The End of Third-Party Cookies 

40% of global traffic is already cookie unaddressable, according to Mathieu Roche, Co-Founder and CEO of ID5. As a result, third-party cookies may go obsolete before they are completely phased out.

The Rise of First-Party Cookies 

New measurement, cross-channel data activation, and attribution solutions are on the rise. Data-clean rooms are also expected to become more popular – companies like Amazon and Disney have already started bulking up their capabilities!

Data at Scale

Attribution and measurement will come to the forefront in 2023. Investing in ad tech to round out digital infrastructure and talent is key, like Direct Agent’s proprietary Kanopy AI and Amazon FOMO tech stack.

Data-Driven Partnership Consolidation

Marketers have realized that combining their resources yields richer insights and efficiencies. For example, marketers are shifting from their “top 10 partners” to their "top 5.”

Omni-Channel Marketing

2023 will see a better balance of brand and performance. Marketers will course-correct after over-prioritizing performance to focus more on their actual brand.

Strategic Messaging

Sustainable messaging is key, for it drives connection with consumers by identifying ESG metrics and goals and publishing them. Socioeconomic uncertainty has led to messaging and tone hurdles, so dedicate time to this area. For example, the Metaverse is being redefined from a video game to a communication strategy.

Alma Mokonchu, Senior Brand and Media Strategy Lead, Direct Agents