Marketing in 2023, here's what's going to stay

As we kick start a new year, we have been seeing, hearing that there are many trends that’s going to shake the marketers world however here are some of the top things that's going to stay in 2023 amidst all of us trying to push our brand, help our target customers know who we are, what we can do for them and understand how we can be on their top of the mind even when their choices are changing frequently.

• Sales and marketing tech stack as one: This remains most of the marketer’s top priority as with exponential growth in AI driven technologies helping out marketing & sales in the process, it's even essential to revisit the tech stack and get them right as to reap the benefits of helping customers see and receive what they wanted. The recent outbreak in ChatGPT is a very good example to think about.

• Marketing in a cookieless world: the future of cookies as per Google's announcement, it will stop supporting third-party cookies on its Chrome browser by the end of 2023. This has been raising concerns over a time and the planning / preparedness will help handle first party data and use it effectively for various marketing efforts, this largely going to bring innovation in many marketing products, let’s wait and watch.

• Upselling, advocacy and customer retention: though many of us will scout for newer accounts, newer logo(s) to acquire through all marketing mechanisms. Mining on existing accounts is going to take a top priority considering the global scenarios of recession and chances of CoVID spread.

• Hyper personalisation and Privacy: While on one hand we debate a lot about privacy marketing, not being re-targeted whenever we visit a b2b product marketing website, on the other hand we have become so inclined to help our customers get the right messaging, hence hyper personalisation is here to stay to make customers help identify right partners.

• All types of content: Though we’ve seen most of the brands making shift into new forms of content production, in recent years the operational costs for content production have become significantly higher, hence creating content in a video format, converting it into a podcast and transcribing this into a blog is going to see a huge trend and in this journey we are going to see many brands competing each other with ‘unique ways of telling stories through thought leaders’ in their organisation.

• Multi touch journey to a self served journey: One of the key trends we’ve been noticing with products is to try before you buy, yes even in the B2B world customers are likely to research, learn and validate before they would like to speak to a sales person. Understanding this aspect, the marketer's job is to create such experiences rather than compelling users to buy / see a demo directly.

• Everyone is a marketer: It's no more one team’s responsibility to grow the brand, drive awareness, initiate conversations and convert them into a customer. The trend in Technology companies is seeing a shift post covid, as we’ve seen remarkable increase in the creator economy be it a one person company or a 10,000 people company, everyone has started better engaging today by contributing either as a talk/ sharing as a community by writing their experiences or sharing this as a podcast or even becoming a speaker in a event.

• Marketers on the field: the real marketers don’t get afraid to get their hands dirty with experimentations, trying out ideas while they are aware that learning on the go helps to scale and becomes consistent rather than preaching and fear of not doing nothing, we will notice a considerable shift in marketing personnel(s) getting on the ground for running events, community activities, managing round tables with ease like a pro i.e. those who were still shy doing it.

These are some of the trends here to stay, grow and become more stronger in this year and for years to come. what do you think that will stay and outgrow in marketing?