As part of my annual reflections at the beginning of each year, I also like to make a few predictions about the biggest shifts in business and marketing for the coming year. In the post-covid era, business owners are looking for ways to increase visibility and sales without breaking the bank. However, the marketing world is constantly changing, making it difficult to keep up. As we gear up for another year in business, here are my top 2023 marketing predictions:

Wide adoption of AI-powered marketing

Artificial Intelligence (AI) has already been a part of marketing for some time, but with the recent release of ChatGPT in November 2022, it has become clear that AI is here to stay. 

Do I think that AI will replace marketers? 

Definitely not. 

However, I do think the use of AI can be used effectively to support content creation, enhance customer service, automate repetitive tasks and support data analysis.

Essentially, AI is (and always has been) a tool that helps humans to do more with less. It exists to assist people, not replace them. As tools like ChatGPT continue to garner much public excitement, I think we can expect to see a rise in AI-assisted marketing, which will essentially help business owners and marketers create more time and space to allow for greater focus on strategy and innovation.

The end of cookies as we know it

No, I don’t mean your favourite chocolate-chip cookie. Ever since Google announced that it will phase out third-party cookies in late 2023, and Apple started cracking down on privacy, advertisers have been looking at ways in which they can protect their data investments.

By the end of 2023, it’s likely that cookies will be a thing of the past. Which means businesses and advertisers need to test and adopt new attribution and measurement models. 

Companies will (finally) start adopting content marketing systems

With a key desire to increase visibility in 2023, without spending excessively on ads, I think we’ll (finally) begin to see a shift in mass adoption of content marketing

As competition for consumer attention continues to increase, brands will need to go beyond creating and distributing content with a reactive approach, and instead focus on building out organic, content marketing systems that support both acquisition and retention.

I think we’ll begin to see an increase in companies mapping out their entire customer journey and determining what types of content are required at each touchpoint, as well as ways in which outside connections can be made.

Increased focus on data-driven strategies

As a business owner, you probably know that you need to read data, but have no idea how to…. 

Can you relate?

As algorithms continue to change and organic marketing efforts are needing to increase in order to get the results they would have achieved a few years ago, business owners and marketers are going to start looking for data-centric help. 

Done-For-You services will be preferred over DIY

As we continue to shift more into the “new normal”, I think we’ll see an uprise of side hustles. While the ‘great resignation’ was widely reported last year, I think in 2023, we’ll see more and more people wanting to make both corporate work and business work together. We’ll see businesses adjust so that people can maintain their corporate jobs.

It’s for this reason that I predict we’ll see done-for-you service providers preferred over DIY.

People are crunched for time and are sick of having tried and failed different marketing techniques so many times. Outsourcing marketing tasks will mean that business owners will be able to diminish the time they spend on marketing, allowing them to focus their efforts on strategy and/or other work.

2023 Marketing Predictions – Where to from here?

Overall, I think 2023 is shaping up to be a pretty exciting year for the business and marketing worlds! As the industry continues to shift and evolve, businesses will need to remain on top of the latest trends and open to change in order to avoid falling behind. The businesses that embrace AI, updated attribution and measurement, content marketing, data-driven strategy and responsibility will be well-positioned to thrive.

If you’re looking for an experienced hand to help guide you through marketing your business in 2023, reach out and book in for a free coffee consult! I’d love to chat and explore the ways in which we can help you reach all your 2023 marketing goals and more!

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