The Campus Crew will continue to update this document during Q4 2022 and Q1 2023:
- Google: Top digital marketing trends and predictions for 2023
- Adobe
- Martech Trends for 2023
- Generative AI & Personalization
- Activating Cloud Data Warehouses
- Ecosystems & Communities
- No-Code In-House Creators
- Web3 & Metaverse (although we think this will be an anti-trend in 2023)
- G2’s Top 6 SaaS Trends to Keep an Eye On in 2023
- SaaS pricing is becoming more democratic
- Moving from cost-effective to value-based purchases
- Value-based pricing will continue to operate as an integrative function
- SaaS is normalizing artificial intelligence
- The future for AI in SaaS is symbiotic growth
- API is making SaaS deployment more agile
- From a step-change to a process intervention
- For SaaS businesses, customer retention is now a growth-axis
- SaaS is taking advantage of automation to make customer retention contextual
- SaaS market consolidation will give rise to new category leaders
- For smaller SaaS, rising SGAs levy survival pressures
- For larger SaaS businesses, consolidation is both a growth and a strategic lever
- Converted by Covid, normalized by value: vertical SaaS is here to stay
- SaaS is to the software industry what the industrial revolution was to labor markets
- SaaS pricing is becoming more democratic
- WSJ: Edgy Campaigns Are Out, TikTok Won’t Stop and Other 2023 Predictions for Marketers (Gated)
- Brands will play it safe and focus on gaining customers: Wilder: While I understand the focus on growth, companies need to focus on keeping their customers happy and maybe even increasing the business from them (Why isn’t this mentioned more? : (
- CMOs will have to shelve a lot of Web3 projects and big sponsorship deals): Wilder: No surprise here. I also think the industry has to do more work to build out the business case for Web3. I like the democratic approach of Web3, but would like to see more discussion about how this helps companies generate revenue.
- CEOs will focus on performance-marketing credentials when hiring new CMOs: Wilder: This has been an ongoing trend. Just look at the number of growth marketers hired to manage performance based programs.
- Most brands will try to avoid politics: Wilder: Disagree with this one — I think employees want their companies to take a stand and if companies don’t, they will hear from their employees. See what happened with Google investing in defense companies. Or Disney. They key is to let employees have their own opinions and views.
- The use of AI—especially to monitor content—will become standard practice: Wilder: Have seen this in more sophisticated companies. I agree that activity in this area will increase.
- TikTok’s rise will continue apace. Other platforms could become testing grounds. Wilder: Agree about TikTok, but it will be interesting to see what the US government will do.
- 2023 Content Insights and Trends Report from Content Marketing Institute and MarketingProfs
- 5 Predictions for B2B Marketing – From Insider Intelligence
- Digital self-service will dominate the B2B buyer journey: Wilder: Seeing this as Customer Service is now using the terms Digital Success and Scaled Customer Success and Customer Marketing is learning more about automation
- Marketers need to get tech integration right: Wilder: Marketing, Sales, etc. is trying to figure out how to consolidate and make more efficeint their tech stack. Can’t keep adding a new platform everytime a group has a new idea.
- The importance of normalized and compliant data will only grow. Wilder: Need to normalize and establish consistency in your data across all parts of the life cycle. I have often commented on how every group in a company reports on their engagement scores, but at the end of the day, they are often talking about the same customers. They don’t share metrics.
- Marketers will own the full customer life cycle and widen their use of B2B tactics. Wilder: This one I don’t agree with. The Customer Life Cycle should be owned by a cross-functional team since multiple groups interface with customers.
- Personalized, targeted content will be imperative. Wilder: Agree. These days, there’s no reason not to make web or app content personalized as well as any customer interaction. How many times do you call a customer service center and they have to ask you for your name multiple times.
- Brandwatch’s Digital Trends 2023 Report
- Scrappy Content (not polished) and Multi-format content
- Influencer Marketing (again : ) – we’re seeing a widening difference between content creators and influencers
- Be Ethical
- Cookieless Future
- Social Media Fatigue – Brands are battling social media fatigue by encouraging healthy relationships with the digital world.
- Communities continue to rise: People want to belong and connect, creating an opportunity for brands to deepen their relationships with their customers.
- Augmented reality as the preferred way to shop
- Metaverses set a new level of gamification
- Gartner Research
- Gartner Identifies Top Trends to Impact CMOs in 2023
- Shifting customer behaviors amplify uncertainty
- Cross-functional collaboration yields worse outcomes (A March 2022 Gartner survey of 405 senior marketing leaders found that those who describe their approach as “independent” outperform self-described “collaborators” on annual revenue targets by almost a quarter. While marketing leaders believe they should take a collaborative approach in theory, those who do in practice are less likely to exceed their customer acquisition goals)Disruptive market dynamics erode traditional sources of brand value
- Gartner Identifies Top Trends to Impact CMOs in 2023
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- Heading into 2023, consider how Gartner predictions for some of the most critical areas of technology and business evolution in ensuing years can affect your thinking. Build these strategic planning assumptions into your roadmap for the years ahead to capture the interest of strategic thinkers and fuel the excitement of tactical decision makers.
- No. 1: Through 2027, fully virtual workspaces will account for 30% of the investment growth by enterprises in metaverse technologies and will “reimagine” the office experience.
- No. 2: By 2025, “labor volatility” will cause 40% of organizations to report a material business loss, forcing a shift in talent strategy from acquisition to resilience.
- No. 3: By 2025, organizations that remediate documented gender pay gaps will decrease women’s attrition by 30%, reducing pressure on talent shortages.
- No. 4: Through 2025, employee value metrics like well-being, burnout and brand satisfaction will override ROI evaluations in 30% of successful growth investment decisions.
- No. 5: By 2025, without sustainable AI practices, AI will consume more energy than the human workforce, significantly offsetting carbon-zero gains.
- No. 6: By 2027, social media platform models will shift from “customer as product” to “platform as customer” of decentralized identity, sold through data markets.
- No. 7: By 2026, citizen-led denial of service (cDOS) attacks, using virtual assistants to shut down operations, will become the fastest growing form of protest.
- No. 8: By 2025, shareholder acceptance of moonshot speculative investments will double, making them a viable alternative to traditional R&D spend to accelerate growth.
- No. 9: Through 2025, powerhouse cloud ecosystems will consolidate the vendor landscape by 30%, leaving customers with fewer choices and less control of their software destiny.
- No. 10: Through 2024, jointly owned sovereignty partnerships sanctioned by regulators will increase stakeholder trust in global cloud brands and facilitate continued IT globalization
- Heading into 2023, consider how Gartner predictions for some of the most critical areas of technology and business evolution in ensuing years can affect your thinking. Build these strategic planning assumptions into your roadmap for the years ahead to capture the interest of strategic thinkers and fuel the excitement of tactical decision makers.
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- Forbes
- 2023 Digital Marketing Trends To Take Advantage Of Now‘
- The Metaverse (really? : )
- Artificial Intelligence
- Customer Experience
- Short videos (TikTok, YouTube Shorts)
- LinkedIn as a B2B Powerhouse
- Employee Advocacy
- Influencers
- A Focus On Foundations (This requires an explanation: While it is easy to get distracted by the metaverse, Web 3.0, NFTs and AI, the reality of digital marketing is that the foundations of digital marketing still make up the bulk of results for most businesses. Foundations like your website, SEO, email, social media, digital ads, community management and reputation management will disproportionately contribute to your results.
- 2023 Digital Marketing Trends To Take Advantage Of Now‘
- 2023 Marketing Predictions: Talent, Tech And Tactics
- Guild: 14 Community Trends for 2023
- Community and community-led growth becomes core to more businesses
- Community Based Marketing (CBM) gathers pace
- Community aligns closer to influencer marketing and employee advocacy
- Events and community become even more integrated
- Here come pop-up communities
- Communities align to search and SEO
- Rise in subscription, micro-payment and DAO communities
- Community Tech: the battle between “all in one” vs “best of breed” community
- Mediocre communities will die out
- Migration from social media to communities / smaller, quality spaces gathers pace
- Corporate media and brands continue to scoop up ready-made communities
- Community data matures
- Community managers not replaced by AI, but augmented by it
- Community leaders will still be critical to community success
- HubSpot’s 2023 Marketing Strategy and Trends Report Take a look at the report for charts, etc.
- Short-form video will see the most growth in 2023
- Influencer marketing will continue to grow its high ROI.
- Branded social media DM tactics are growing.
- Website SEO continues to shine
- Marketers will continue to humanize their brands.
- Marketers will benefit from data in 2023.
- Deloitte Tech Trends 2023
- Forrester Research – Several Reports on 2023 Trends
- Several great reports/articles on trends — broken down by different topics, industries, etc.
- Reid Hoffman’s 5 Predictions for 2023
- The continued growth and development of AI and machine learning. We will see platforms and applications for human amplification across all professional and creative work. Just as Microsoft/OpenAI Copilot amplifies engineers, and as DALL•E 2 and Mid-journey amplify graphics professionals, there will be tools for lawyers, doctors, journalists, scientists and many others.
- The emergence of new technologies and innovations in the field of renewable energy. In 2023, I hope that there will be new developments in these areas that offer good paths to clean energy with global growth. I am particularly hopeful about strong advances in both nuclear fission and fusion.
- The continued proliferation of the internet of things (IoT). The IoT refers to the growing network of connected devices that are able to communicate and coordinate with each other, such as smart thermostats, security systems, and wearable technology. The continued development here — together with data and machine learning — will unlock services and efficiencies.
- The transformations of mobility. Whether it’s electric air taxis, autonomous trucks, or autonomous goods delivery, we will begin to see how these will take off and transform our cities, our commutes, and our lives.
- The evolution of social networks. While all existing social networks — including Twitter — will continue to survive and thrive, we will start to see some great new developments. There are several forces that bring this into possibility: First, AI and human amplification will create new possibilities. Second, enough time has passed that the market is open to trying something new at scale. And third, we already see some of the possibilities through the near ubiquity of smartphones together with IoT.
- MIchael Brenner’s 21 Marketing Trends You Need to Know For 2023
- The focus is on people vs. technology:
- The marketing trends that will dominate in the next 12 months will include Customer Experience, Employee Engagement, and Content Visualization
- The definition of what we consider as “marketing” is constantly changing and becoming broader.
- Marketing has moved beyond branding and advertising; marketers must work together with other departments to focus on building great customer experiences and engaging them for long-term relationships.
- The focus is on people vs. technology:
- Asana: 16 marketing trends and strategies for 2023
- Long-term influencer brand relationships
- Live streaming and video based content
- UCG – User Created Content
- New Targeting Solutions because Google is set to phase out third-party cookies by the end of next year due to rising privacy concerns
- Agile Marketing
- Cohesive customer experiences
- Improved User experiences across devices
- Voice search tactics for SEO
- Conversational Marketing
- Interactive content
- VR-based tools and apps
- AI for trend spotting
- Incorporating the Internet of Things
- Social responsibility and reputation
- Representation and inclusivity
- Consumer privacy
- Instragram’s 2023 Trends Report
Will continue to update
