Sergey Karshkov: Marketing Trends for 2023
9 Pandas co-founder Sergey Karshkov has leveraged his considerable advertising expertise to propel the company to the forefront of the marketing industry. From martech to social media and influencer marketing, this article will explore a selection of marketing trends that are expected to feature prominently throughout 2023.
Advertising With Purpose
With consumers becoming more socially and environmentally conscious, brands are coming under increased pressure to make sustainable choices. Modern organizations are expected to have more of an impact on society than ever before, backing up their policies and promises with measurable actions.
Today, forward-looking brands are doing more than merely minimizing their own environmental impact, instead adopting a big picture approach, taking on an active role in highlighting important causes and inspiring action. Take for example the pet food brand Sheba, which recently embarked on a mission to save the world’s fish via an innovative new advertising campaign. Sheba launched the world’s largest program to restore coral reefs, publicizing videos via YouTube and using advertising revenue generated through the channel to help fund the campaign.
Martech
Marketing technology (martech) software is used to create, manage, execute and measure the performance of content, campaigns and experiences. Martech serves as an effective means of streamlining customer journeys, as well as facilitating the implementation of omnichannel marketing campaigns.
Throughout 2023, spending on martech is predicted to grow steadily. According to eMarketer, US spending on martech passed $20 billion for the first time in 2022, representing a 15% year-on-year increase. This spending in largely attributable to companies investing in marketing technology that enables them to gather and store data to better inform marketing decisions and future campaigns.
In-Person Events
As shoppers across the world emerge from the shadow of COVID-19, businesses are predicted to place added emphasis on in-person events as a means of building brand awareness and connecting with existing and new customers.
Whether sponsoring trade shows, attending industry conferences or creating pop-ups in the local community, there are many creative ways that marketers can incorporate this tried-and-true method of boosting brand exposure into their marketing strategy.
Augmented Reality Experiences
The COVID-19 pandemic fueled a surge in online shopping, with social distancing policies and lockdowns forcing consumers to take their spending power online. This major shift in consumer behavior has sparked a need for brands to innovate their offline environments, making them more engaging and adding value to shoppers’ lives.
Brands are increasingly focusing on the customer experience, encouraging physical footfall by ensuring that instore experiences add unique value. With more than a third of Gen Z shoppers predicted to be using AR by 2025 according to a Snap Inc. global report, immersive experiences implementing AR and other innovative technologies have become key to creating more engaging and exciting instore experiences.
Social Media and Influencer Marketing
Experts predict some interesting trends in the pipeline for social media marketing in 2023, anticipating that this aspect of marketing is ripe for transformation, with brands seeking out innovative new ways to create a presence and utilize social media platforms more effectively.
TikTok has seen exponential growth, rising to become a key player in the realm of social media marketing – a trend that is tipped to continue to 2023. According to The Business of Apps, the company generated $4.6 billion in 2021 alone, representing a 142% year-on-year increase, with predictions that the platform’s monthly active user numbers would rise to a staggering 1.8 billion by the end of 2022.
TikTok is not only making inroads for consumers and creators, with the platform increasingly focusing on usability for businesses. For example, TikTok has improved targeted advertising options to make it a more effective channel for brands seeking to boost their reach, helping them to drive up sales.
Increased Adoption of Video and Livestreaming
Video is a particularly powerful tool for storytelling through platforms like TikTok, YouTube and Instagram, enabling brands to engage and interact with customers throughout 2023 and beyond.
Livestreaming is rapidly gaining traction, helping brands to build trust and forge closer relationships with their audiences. Livestreams showcasing ‘behind-the-scenes’ aspects of businesses present a more human side to corporations, as well as helping them to create deeper connections with customers by hosting webinars, Q&As and other more personalized interactions via video messaging.
The Metaverse
One of the most talked-about trends in digital marketing today, the metaverse is a term used to describe a variety of immersive online experiences. Big brands like Nike, Starbucks, Adidas, Gucci, Puma and Tesla have invested significantly in creating metaverse experiences, building a presence in this rapidly growing new virtual world.
Combining virtual and real environments, the metaverse is a hybrid world in a digital space that is touted as the first step towards Web 3.0 or ‘the new internet’. Marketing in the metaverse is predicted to become a crucial aspect of advertising in 2023 and beyond as this new realm becomes an increasingly important part of the digital landscape.
For updates and news from Sergey Karshkov, visit his website: https://sergeykarshkov.com
Advertising With Purpose
With consumers becoming more socially and environmentally conscious, brands are coming under increased pressure to make sustainable choices. Modern organizations are expected to have more of an impact on society than ever before, backing up their policies and promises with measurable actions.
Today, forward-looking brands are doing more than merely minimizing their own environmental impact, instead adopting a big picture approach, taking on an active role in highlighting important causes and inspiring action. Take for example the pet food brand Sheba, which recently embarked on a mission to save the world’s fish via an innovative new advertising campaign. Sheba launched the world’s largest program to restore coral reefs, publicizing videos via YouTube and using advertising revenue generated through the channel to help fund the campaign.
Martech
Marketing technology (martech) software is used to create, manage, execute and measure the performance of content, campaigns and experiences. Martech serves as an effective means of streamlining customer journeys, as well as facilitating the implementation of omnichannel marketing campaigns.
Throughout 2023, spending on martech is predicted to grow steadily. According to eMarketer, US spending on martech passed $20 billion for the first time in 2022, representing a 15% year-on-year increase. This spending in largely attributable to companies investing in marketing technology that enables them to gather and store data to better inform marketing decisions and future campaigns.
In-Person Events
As shoppers across the world emerge from the shadow of COVID-19, businesses are predicted to place added emphasis on in-person events as a means of building brand awareness and connecting with existing and new customers.
Whether sponsoring trade shows, attending industry conferences or creating pop-ups in the local community, there are many creative ways that marketers can incorporate this tried-and-true method of boosting brand exposure into their marketing strategy.
Augmented Reality Experiences
The COVID-19 pandemic fueled a surge in online shopping, with social distancing policies and lockdowns forcing consumers to take their spending power online. This major shift in consumer behavior has sparked a need for brands to innovate their offline environments, making them more engaging and adding value to shoppers’ lives.
Brands are increasingly focusing on the customer experience, encouraging physical footfall by ensuring that instore experiences add unique value. With more than a third of Gen Z shoppers predicted to be using AR by 2025 according to a Snap Inc. global report, immersive experiences implementing AR and other innovative technologies have become key to creating more engaging and exciting instore experiences.
Social Media and Influencer Marketing
Experts predict some interesting trends in the pipeline for social media marketing in 2023, anticipating that this aspect of marketing is ripe for transformation, with brands seeking out innovative new ways to create a presence and utilize social media platforms more effectively.
TikTok has seen exponential growth, rising to become a key player in the realm of social media marketing – a trend that is tipped to continue to 2023. According to The Business of Apps, the company generated $4.6 billion in 2021 alone, representing a 142% year-on-year increase, with predictions that the platform’s monthly active user numbers would rise to a staggering 1.8 billion by the end of 2022.
TikTok is not only making inroads for consumers and creators, with the platform increasingly focusing on usability for businesses. For example, TikTok has improved targeted advertising options to make it a more effective channel for brands seeking to boost their reach, helping them to drive up sales.
Increased Adoption of Video and Livestreaming
Video is a particularly powerful tool for storytelling through platforms like TikTok, YouTube and Instagram, enabling brands to engage and interact with customers throughout 2023 and beyond.
Livestreaming is rapidly gaining traction, helping brands to build trust and forge closer relationships with their audiences. Livestreams showcasing ‘behind-the-scenes’ aspects of businesses present a more human side to corporations, as well as helping them to create deeper connections with customers by hosting webinars, Q&As and other more personalized interactions via video messaging.
The Metaverse
One of the most talked-about trends in digital marketing today, the metaverse is a term used to describe a variety of immersive online experiences. Big brands like Nike, Starbucks, Adidas, Gucci, Puma and Tesla have invested significantly in creating metaverse experiences, building a presence in this rapidly growing new virtual world.
Combining virtual and real environments, the metaverse is a hybrid world in a digital space that is touted as the first step towards Web 3.0 or ‘the new internet’. Marketing in the metaverse is predicted to become a crucial aspect of advertising in 2023 and beyond as this new realm becomes an increasingly important part of the digital landscape.
For updates and news from Sergey Karshkov, visit his website: https://sergeykarshkov.com
