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16 Upcoming Digital Marketing Trends and Strategies for 2023

It’s not classified information that marketing trends tend to come and go. After all, the market is constantly evolving to keep up with buyer preferences, which forces many brands to learn new technology in order to stay ahead. 

2023 is shaping up to be an innovative and interesting year for marketers. Trends are shifting to accommodate new buyer behavior, customer expectations, and technology. 

Here are 16 marketing trends that will impact your marketing strategy for the years to come. 

Table of Contents

1. Influencer Marketing will become a common marketing tactic

Ask yourself this: when was the last time you watched a video, listened to a podcast, or scrolled through your social feed without seeing your favorite influencer partner with a brand? 

If your mind seems to be drawing a blank, then you’re in good company. I can’t seem to recall a time when I didn’t come across an influencer marketing campaign.

In my experience, one of the most effective marketing strategies is word-of-mouth marketing. People are more likely to try a product, service, or solution if someone they trust recommends it. That’s why influencer marketing became increasingly popular in 2022 and why it will continue to grow in 2023.

Influencer marketing spend is projected to grow 23.4% and 15.9% YoY in 2023 and 2024.

of marketers have used influencer marketing for their campaigns and now consider it as a key advertising strategy

of marketers are investing in influencer marketing for the first time in 2023

Here are some interesting influencer marketing statistics: 

  • Influencer marketing spend is projected to grow 23.4% and 15.9% YoY in 2023 and 2024
  • Brands will spend an estimated amount of $32.5 billion on influencer marketing in 2023 
  • 93% of marketers have used influencer marketing for their campaigns and now consider it as a key advertising strategy
  • 17% of marketers are planning to invest in influencer marketing for the first time in 2023

If influencer marketing is too costly for your 2023 budget, that’s okay! Consider working with nano-influencers instead. 

Nano-influencers are social media promoters that have a smaller following–ranging from thousands to tens of thousands of followers–but a higher level of engagement. 

These nano-influencers are the industry leaders within their field, so they have a larger sphere of influence, which can help you convert leads, connect with your target audience, and increase your brand awareness. 

Why am I recommending nano-influencers to businesses? Well, from a customer’s perspective, they are regarded as more trustworthy, since they are considered “everyday” people within their community. 

When looking for the right influencers for your brand, remember to look past their follower count. While it’s easy to get attracted with big numbers, true influence lives in engagement rates (clicks, purchases, conversions, and etcetera). 

2. Short-form video content will one of the biggest marketing investments

Ever wondered why you can’t seem to stop falling deeper into the rabbit hole when it comes to Instagram Reels, TikToks, or YouTube Shorts? One video turns into another, and then bam! It’s 3am and you still can’t put your phone down. 

Short-form videos have become a staple in our online interactions. It’s certainly taken the world by storm. In fact, 90% of marketers will increase or maintain their investment on short-form videos, while 1 in 5 marketers plan to leverage short-form video for the first time in 2023. 

While long-form videos allow marketers to share in-depth information, short-form videos can be very powerful, if leveraged correctly. 

Not only does it take less time to create a short-form video, but this format is also able to keep up with the fast-paced attention spans of online audiences. That’s why we predict that short-form video will continue to help many businesses gain quick growth and interest in 2023.

3. Marketing teams will need to become agile

Agile marketing is an approach that’s inspired by the Agile methodology. Being Agile, in a marketing context, means using data and analytics to continuously find promising opportunities or solutions in real-time, deploy tests quickly, evaluate the results, and rapidly iterate. 

Ideally, a high-functioning agile marketing team can simultaneously run hundreds of campaigns and multiple new ideas every week.

In order to achieve agile marketing, there needs to be real-time collaboration between every single department within the organization. This, as a result, will help marketers easily respond to change. 

We predict that many brands will need to implement an agile methodology into their organization for 2023. Some benefits of Agile marketing include: 

  • Flexibility and adaptability to change due to iterative planning
  • Faster delivery of value-adds
  • Cross-functional teams that can finish projects autonomously
  • Better business outcomes
  • More data-driven decisions
  • Improved transparency and collaboration

4. There will be be a bigger need for better user experience on all devices

It’s no trade secret that a seamless user experience is necessary for your business. Good UX design has proved to be an essential component to fulfilling your customers’ needs and keeping them loyal to your brand. 

Therefore, your website (or app) is your most valuable digital marketing asset and should be easy to use. My advice? Ensure that your layout is simple, doesn’t overwhelm users upon first glance, and is optimized for mobile.

Here are some upcoming UX design trends to consider implementing: 

  1. Minimalistic websites that are free of intrusive ads or popups
  2. Integrating animated elements to draw attention
  3. Voice-activated interfaces
  4. Block web design
  5. Telling a story as the user scrolls
  6. Bold colors
  7. Video content
Conversational marketing will be streamlined by chatbots
Conversational marketing will be streamlined by chatbots

5. Conversational marketing will be streamlined by chatbots

People are becoming increasingly more autonomous when it comes to their online interactions. In the past, a marketer would simply set up a lead capture form as a point of contact. In today’s world, consumers are looking to receive the answers to their questions ASAP.

That’s why I’m advising marketers to consider integrating targeting messaging and AI automation into their 2023 marketing strategy. 

By employing chatbots with machine learning and natural language processing (NLP) abilities, you’re opening up the possibility of allowing your customers to have a two-way conversation with your brand. This is a great way to keep your customers happy, engage with your top-of-the-funnel visitors, and build rapport with your target audience. 

Conversational marketing will certainly grow in 2023, so it’s just a matter of getting ahead of the curve. Start by evaluating whether integrating AI technology into your marketing strategy works for your business. 

6. Budgets will increase to accommodate interactive content

I know that we’ve talked about implementing interactive content in a lot of our past blogs, but bear with me—it’s imperative that I mention it again. 

77% of marketers reported that interactive content is highly reusable and leads to increased visitors, while 73% of marketers agree that content marketing with interactive content enhances their message retention. 

Today’s audience wants content that captures their attention upon first glance. That’s why many marketers have begun developing dynamic experiences. These experiences, in turn, help foster active engagement from their target audience. 

Not only is this form of content marketing low-cost and high-impact, but it is also great for enhancing audience engagement, improving conversion rates, streamlining your customer experience, and increasing brand loyalty.

7. Experiential marketing (AR, VR, XR, event based) will make a comeback

Experiential marketing campaigns allow your target audience to engage with your brand through interactive experiences. These experiences range from physical events to AR, XR, or VR platforms. 

According to Forbes, experiential marketing can create a lasting connection between a customer and a brand. 

Experiential marketing is also ranked as one of the top five marketing strategies that companies currently leverage. 91% of consumers report that they are more inclined to purchase a brand’s product or service after participating in a brand activation or experience, while 40% felt they became more loyal to the brand. 

A great example of experiential marketing is the Stranger Things Season 4 campaign. When it returned for its fourth season after a three-year hiatus, it stirred up audience’s interest by running multiple global campaigns. Installations of various Upside Down portals appeared in areas like Australia’s Bondi Beach, New York’s Empire State Building, and Malaysia’s Kuala Lumpur Twin Towers. 

This experiential event turned out to be a big hit! Because these experiences varied in different countries, it allowed fans–both new and old–to immerse themselves into the world of Stranger Things. 

As a result, this made Stranger Things Season 4 go viral as millions of people began sharing their experiences on their social media accounts.

While physical based experiential events are highly effective and fun, we’ve seen a steady rise of AR, VR, and MR (all categorized under the umbrella term, “XR”) experiences due to the pandemic. 

As digitally immersive platforms continue to become more accessible for larger audiences, it is entirely possible that experiential marketing will become a big trend in 2023. And because we’re moving toward a post-COVID season, many heads are turning toward Web3 and regarding the Metaverse as the ‘next stage’ of the Internet. We’ll discuss this more in our next point. 

8. Interest in the Metaverse will continue to grow

The Metaverse has been one of the biggest buzzwords of 2022. Large organizations like Meta have made its Metaverse ambitions abundantly clear—along with other big names like Epic Games, Tencent, Decentraland, Roblox, and more. So, it’s no surprise that these brands are eager to move toward Web3, considering that they are the pioneers of social media platforms and video games. 

Other brands like Gucci, Nike, Coca-Cola, Microsoft, Louis Vuitton, Disney, Hyundai, Balenciaga, and Netflix have begun experimenting with the Metaverse. Here’s why it’s exciting–because the Metaverse is still largely untapped potential, many businesses will be able to set the bar in terms of ROI, engagement, and effectiveness.

While Web3 and the Metaverse will still need to overcome some challenges like privacy and trust, we predict that preparing for it will only benefit your brand.

9. Marketers will need to use AI for trendspotting

Savvy marketers are now leveraging AI methods to gain a better understanding of their target audience. However, a report by Razorfish revealed that 3/4 of marketers fail to use behavioral data for online ad targeting. 

In order to stay ahead in 2023, marketers need to implement the right kind of data models, algorithms, and machine learning to optimize their spending. 

In 2023, more marketers will utilize AI technology to:

  • Create smarter, target advertisements
  • Accurately predict trends
  • Gain a better understanding of buyer behavior
  • Increase customer retention and loyalty
  • Receive higher ROI 

10. Demand for social responsibility, inclusivity, and representation

A recent report by Harvard Business School found that 90% of the consumers surveyed are more likely to trust and be loyal to socially responsible businesses, while 85% of consumers have a more positive image of a product or company when it supports a cause they care about.

The demand is evident: social responsibility, transparency, and ethics matter to consumers. 

For example, 94% of Gen Z think brands should address pressing social and environmental issues like racial injustice, climate change, LGBTQ+ rights, gender inequality, diversity, and more. 

Consumers want to support brands that practice social responsibility by balancing their business initiatives with socially beneficial practices. That’s why many companies have begun to pivot their social media strategies to focus more on inclusivity and the causes they advocate for. 

Here are a few ways you can highlight your brands social responsibility efforts: 

  • Promoting recyclable packaging
  • Promotions that spread awareness about societal issues
  • Donating a portion of profit to charity
  • Running campaigns that will donate to those in need
  • Having company-sponsored community services
  • Advocating for social justice
  • Advocating for climate change
  • Promoting inclusivity
  • Including all kinds of people in promotional materials

11. Consumer privacy is at the forefront of audience minds

Recently, there’s been many controversies regarding privacy and security. As a result, many reputable companies are developing new systems to ensure their customers feel secure when they provide their personal information. 

While this isn’t breaking news, I suggest increasing your data security in order to generate more qualified leads for 2023.

12. Brands will rely more on digital marketing agencies

2023 is a prelude into what’s to come. As the market continues to grow, the demand for rapid results will increase. With these growing expectations, marketers need to ensure that their brand is ready for successful acceleration. 

However, it’s not possible to complete a plethora of work without having a mile-long backlog haunting your every step. Therefore, outsourcing is the best way to get things done. 

We predict that as expectations and needs continue to grow, more businesses will come to rely on the ingenuity, experience, and manpower of digital marketing agencies for services like web design, social media marketing, SEO and graphic design.

It certainly makes sense—why take on the brunt of the work when you can outsource it to capable digital marketing agencies? 

13. Having effective, high-performing SEO will be more important than ever

As marketers, it is imperative that our websites and content are easily found and accessed on search engines like Google. While SEO is not a new strategy, it is increasingly becoming staple within modern marketing strategies. 

That’s why marketers will be investing a good portion of their budget into SEO. Furthermore, 88% of marketers who have an SEO strategy will either increase or maintain their investment in 2023. 

Since Google algorithms are constantly evolving, marketers must be aware of any new rules, search insights, multimedia optimization, and more. 

14. Aligned marketing and sales teams will succeed

As 2023 draws closer, sales and marketing teams must work closely together. When marketing and sales are aligned, marketers can better understand their customers, including their behavior, hobbies, interests, demographics, struggles, needs, and more. 

They can also help streamline sales presentations, create relevant sales kit materials, and assist customer experience processes.

I’m highly advising marketers to shift their 2023 marketing goals toward aligning their marketing and sales teams.

15. Native advertising will be a more compelling form of digital advertising

As 2023 draws closer, sales and marketing teams must work closely together. When marketing and sales are aligned, marketers can better understand their customers, including their behavior, hobbies, interests, demographics, struggles, needs, and more. 

They can also help streamline sales presentations, create relevant sales kit materials, and assist customer experience processes.

I’m highly advising marketers to shift their 2023 marketing goals toward aligning their marketing and sales teams.

The big question now is: why is there a growing interest in this strategy? Simply put, it’s effective. 

Because native ads are seamless in experience and made to blend in, consumers are more likely to interact with them—over 50% more, to be exact.

While native advertising is not a new concept, it’s certainly something companies need to learn to implement when it comes to the digital space. By integrating this format into your omnichannel strategy, it will help circumvent any issues with ad blockers while simultaneously leaving behind a good impression on your target audiences. 

Who doesn’t love a good win-win situation?

16. Podcasting will be one of the main approaches used by marketers

2022 saw a sharp and steady rise in audio advertising. With podcasters cropping up left and right, it’s not shocking that brands have a new way of target niche audiences. 

In 2023, marketers will be focusing on how to effectively advertise on podcasts and how to measure results. 

However, podcasting isn’t the only space that marketers can leverage. As gaming grows in popularity, brands can look into investing in audio ads. In fact, according to a study by AudioMob, 75% of mobile gamers prefer audio ads over video. 

It certainly makes sense–it is arguably smoother and is less likely to interrupt gameplay. Since we believe that there will be many audio ad opportunities, we’d suggest looking into including audio ads into your 2023 strategy.

The bottom line The bottom line The bottom line
The bottom line The bottom line The bottom line

Remember that trends often evolve, so you’ll always need to keep your finger on the pulse. We hope that these 16 trends will help your brand execute marketing strategies that are highly effective, build customer loyalty, grow brand awareness, and bring in great results! 

Want to get started on Metaverse Marketing? 

If you’re looking for a partner to create awesome Metaverse content or to even create your own Metaverse sandbox, get in touch! Our team of experts are well-versed in this new technology and we would be delighted to see how we can work together.

Get your free 15 minute consultation by saying hello using our little chat bubble, emailing us at, or getting in touch by calling +603 7960 3088.

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