A Few Quick Marketing Trends (Predictions?) for 2023

In predicting the coming 12 months of marketing madness, it can be tempting to forecast a whole new world of innovation and revolution.

Industry leaders will paint pictures of 2023 where none of today’s norms are in sight and instead a world of new concepts has arisen. 

At Integrate Agency, we won’t pretend to invent the next social media platform, or call for the death of Google Ads. No, we simply see the ebbs and flows of modern marketing and prepare accordingly. 

This blog discusses the metaverse, user-generated content, and influencer marketing in 2023. Meanwhile, the absence of third-party cookies and a decline of value in influencer marketing may catch out the unprepared.

Let us know if you agree or disagree with our predictions and get in touch to discuss your marketing needs. 

More Metaverse

It’s new, it’s vague, it’s building, it’s confusing, and it’s full of opportunity.

The “metaverse” is a concept that few brands have got their heads around and the reason being is that it has barely begun to take shape. Just as the internet in its early days was a simple concept for information exchange between university colleagues, no one can really predict what the metaverse will become over the next few decades.

Will the technology develop to match any simmering demand, or will it fizzle out as fast as Vine or planking?

While still experimental in most facets of marketing, there have been examples of brands dabbling in the metaverse with success. 

Gucci partnered with Zepeto to create an app where users can virtually wear the brand’s clothing. Samsung dived into the world of digital influencers and put their products in the hands of Shudu & Miquela.  Pop star Ariana Grande has even made use of the metaverse to keep fans engaged during lockdowns by hosting a live music event in the Fortnite world.

So, will the metaverse take shape and find its full form in 2023? We can’t say with any certainty, but if these big names are anything to go by, it sure is gathering speed. 

No third-party cookies

Far more important to marketers worldwide will be Google’s shutdown of all third-party cookies in late-2023.

Currently used to gather user data for more tailored marketing campaigns, the outlawing of third-party cookies will leave marketers working harder to provide a more personalized experience.

It is assumed that more honest, opt-in, subscription-based data collection will gain prominence in the wake of this development. 

The trend for 2023, then, will see marketers prepare for one of the biggest shifts in data collection since…Google.

Decline of Value in Influencer Marketing

While mainstream media appears to predict the continued strength of influencer marketing, we’re not so convinced.

In early 2022, there was estimated to be roughly 50 million people worldwide who considered themselves to be “influencers.” Collectively, their worth was an estimated $104 billion.

That’s a lot of influencers. Some might say, “too many.” We wouldn’t go as far as to say influencer marketing is dead, but we sure wouldn’t suggest that people put all of their eggs into the influencers’ baskets.  With so many creators and an increase in demand for their services over the past few years, creators will begin to quote higher prices. 

As this happens, there will come a point where your marketing dollars are better spent elsewhere than trying to ride the wave of influencer marketing.  Be cautious and set a price point where you deem an influencer’s reach and worth to go no further. There will always be another wave to ride.

User-generated Content

That next wave may just come in the form of user-generated content – where everyday customers become the voice for your brand. 

Offer rewards for these people to discuss your brand in a social setting. This could be a discount for a positive review, a free gift for sharing your page, or an upgrade for hashtagging your brand.

It’s essentially influencer marketing for the layperson and it costs the brand far less when executed correctly. 

It may have arrived on the scene already, but this trend has the potential to really take off in 2023, as brands realize the true worth of their own customers. 

Contact Us

If there’s one trend you take on board in 2023, it’s the growth of Integrate Agency. We’re going big next year and can’t wait to hear from our clients on their ambitions going forward. If there’s a trend we’ve missed or you're curious to learn about, get in touch and let’s chat!