1、2023 Marketing Landscape PredictionsD E C E M B E R 2 0 2 2“What are your top predictions for 2023?”Responses:837Note:Responses have been edited for brevity and clarity.IntroductionWith the new year rapidly approaching,marketers are finalizing their strategies and gearing up for 2023.To get a better

2、 understanding of the opportunities and challenges marketers are foreseeing for the year ahead,InMarket surveyed nearly 1,000 marketers from all industries and organized their responses in this Predictions report.MethodologyINMARKET FIELDED THE 2023 PREDICTIONS SURVEY IN SEPTEMBER AND OCTOBER 2022.Q

3、:Looking Forward to 2023WE ASKED MARKETERS:WHAT ARE YOUR TOP MARKETING LANDSCAPE PREDICTIONS FOR 2023?SAMPLE SIZE:837With nearly 1,000 predictions submitted,its clear that marketers have lots to prepare for in the year ahead.The most common prediction was in relation to marketing channels,especially

4、 CTV and the streaming landscape.Third-party cookies,targeting,and data also were mentioned quite frequently,followed by social media,and in particular,TikTok and BeReal.MARKETING CHANNELS 34%Of marketers made a prediction related to marketing channels,including CTV,the streaming landscape,and mobil

5、e.THIRD-PARTY COOKIES&TARGETING15%Mentioned third-party cookies,contextual targeting,and/or privacy.THE ECONOMY&BUDGETS12%Made a prediction related to the current economic landscape,including inflation and a potential recession.ECOMMERCE 9%Made a prediction about ecommerce and digital experiences.FU

6、TURE OF TECHNOLOGY 9%Mentioned future-forward technologies,including the metaverse,NFTs,and web 3.SOCIAL MEDIA 14%Referenced social media,especially TikTok and BeReal,and influencer marketing.Marketing Channels34%of marketers made a prediction about marketing channels.In particular,CTV and streaming

7、 services were mentioned frequently.12%of marketers made a prediction related to CTV and/or video.Many marketers foresee increased spend in CTV and streaming services in 2023.“The shift in streaming,with the added advertising models from streamers like Netflix and Disney+,is going to ultimately driv

8、e down the cost of streaming advertising.”Managing Director“Connected TV will see a massive spike in usage.”Paid Search Associate“Marketing will continue to shift away from linear TV in favor of digital streaming&mobile-friendly digital platforms.”Senior Media AssociateWhile others are more skeptica

9、l about the future success of CTV and streaming.“A major CTV platform will fail.”Partner“Streaming fatigue!Viewers are starting to get overwhelmed with too many streaming choices.Each will slowly rise their costs over the next few years as well.”Associate Director“Netflix and Disney+will need to be

10、more competitive to get more advertisers on board.”Associate Media DirectorA few marketers mentioned other channels,including gaming and podcasts.“There will be an Increased focus on gaming and continued focuses on CTV growth.”Media Supervisor“2023 will have lots of gaming integrations and podcasts

11、will continue to grow!”Media Strategist“Increased audio listenership and big focus on gaming expansion.”Director,Strategic Accounts“Podcasting will continue to grow substantially.”VP,Planning$26.9BForecasted 2023 CTV Ad Spending Source:eMarketer+27.2%CTV Ad Spending Growth,2022-2023 Source:eMarketer

12、+49%Digital Video Ad Spend growth,2021Source:IABThird-Party Cookies,Data,Privacy and Contextual Targeting15%of marketers made a prediction related to the upcoming deprecation of third-party cookies.Contextual targeting was also mentioned by marketers.In 2020,Google announced it would eventually depr

13、eciate third-party cookies on its Chrome browser,directly impacting the traditional targeting tactics by which marketers have operated for years.Many marketers made reference to third-party cookies and data privacy in their predictions.“Clients will be gearing up for a cookieless world.”CEO“The new

14、cookie-less data environment is going to change how we all buy digital media.”Assistant Media PlannerAs marketers prepare for the depreciation of third-party cookies,many made predictions about alternative targeting solutions,including contextual targeting and data sources.“In 2023,there will be new

15、 targeting solutions to combat a cookieless future.”Senior Account Manager“There will be alternative targeting methods based on updated privacy measures.”Marketing Manager“I predict more first-party data and content targeting.”Marketing Manager“The vendors with the best methods of gathering unique f

16、irst-party data will be the ones on top.”VP,Planning“There will be a greater use for contextual targeting,based on category of site/ap or keywords within page content.Also,2023 will see marketers solving for existing 3rd-party cookie-based solutions such as retargeting.”Senior Account DirectorIn mid

17、-2022,Google again delayed the upcoming deprecation of third-party cookies to the end of 2024.However,many marketers we surveyed are skeptical that will actually happen.“Google will delay cookie deprecation.”Strategy Specialist“Google will prank everyone again and push back cookie deprecation furthe

18、r.”Associate Director,Digital Partnerships“Cookie deprecation will be delayed again.”Associate,Digital Investment81%Of companies are reliant on third-party cookies Source:RetailWire55%Of companies are not prepared for the upcoming deprecation of third-party cookies Source:Twilio14.7MSeptember 2022 B

19、eReal app downloads Source:TechCrunch1.2BQ4 2021 TikTok MAUs Source:BusinessofApps+2,254%BeReal MAUs growth,January-September 2022 Source:TechCrunchSocial Media 14%of marketers made a prediction about social media,and in particular,TikTok and BeReal.Many marketers predict the rise of social media pl

20、atforms.“There will be an uptick in social and meta-focused media as brands and companies ride the trend wave.”Director“Social media will be the most effective platform for marketing in 2023.”Manager,Buy Enablement“Social media and influencer marketing will change.”Performance Marketing ManagerSever

21、al marketers made predictions related to platforms TikTok and BeReal,plus user generated content and influencer partnerships.“Budgets will trends towards more authentic content/platforms(ex.BeReal).”Campaign Analyst“BeReal will launch an advertising platform.”Programmatic Manager“TikTok is going to

22、take over and have more market share than Twitter.”Media Supervisor“TikTok will surpass Meta in time spent,active users,and ad revenue in 2023.”Associate Media Director“2023 will see the continued rise of TikTok and tapping into influencers.”Media Supervisor“There will be an increase in user-generat

23、ed content,long-term influencer relationships,and brands incorporating new social platforms.”Digital Marketing Specialist“Influencer marketing is here to stay and will only continue to grow.”Performance Marketing ManagerThe Economy,Inflation,and Budgets12%of marketing predictions mentioned the econo

24、my,inflation,and/or marketing budgets.The economy and inflation is top of mind for many marketers for the year ahead.“Well see the evolution of ecommerce in the face of the upcoming potential recession.What innovation will this bring?”VP,Planning“2023 will see year-over-year decreases in consumer pu

25、rchasing,especially in ecommerce.”Sr.Strategist,Display Optimization“Were likely to see a contraction by challenger brands.Larger brands will continue to spend as they combat pressures from inflation and slowing economy to fend off private label.”Media CoordinatorThere were several predictions relat

26、ed to the increase or decrease of marketing budgets.“Marketers will continue to spend more in digital.Things will normalize since initial COVID-19 changes.”General Manager“Retail marketing will continue to increase in marketing budgets.”Marketing Manager7.7%October 2022 US inflation rate Source:US B

27、ureau of Labor Statistics9.5%2022 marketing budgets as a percentage of total revenue,up from 6.4%in 2021 Source:GartnerDigital Marketing and Ecommerce 9%of marketers made a prediction about the growth of digitalmarketing and ecommerce.Many marketers predict the continued growth of digital marketing

28、and ecommerce.“2023 will see the continued increase of ecomm,while at the same time a return to omnichannel shoppers.”Media Coordinator“There will be more emphasis on digital media and ecommerce.”Director,Strategic Accounts“Well continue to see brick&mortar and ecommerce shopping experiences merge,s

29、o education at-shelf is digitized&product choices individualized.”Media Specialist“Digital will be key and getting extremely targeted will make the difference for us.Knowing where we are with the economy and inflation,we want to be sure to reach the right shoppers when/where it makes sense.”Associat

30、e Manager“Increased prevalence of digital offers and usage given economic conditions.”Performance Marketing Manager“There will be an increase in online purchases,specifically from social ads.”VP,Planning$1.05 TrillionEstimated 2022 Ecommerce sales Source:eMarketer14.7%2022 retail ecommerce sales as

31、a percentage of total retail sales Source:eMarketerThe Future of Marketing:Metaverse,NFTs,Blockchain and Web 3 9%of marketing predictions were about emerging technologies,including themetaverse,AR/VR,NFTs,Blockchain and Web3.The final theme to appear in marketers 2023 predictions involved emerging t

32、echnologies like blockchain,web3,and NFTs.“In 2023,Metaverse,Cryptocurrency,NFTs,and Virtual Reality will make a big jump!”Media Coordinator“There will be more web 3/metaverse integrations at the brand and retailer levels.”Strategy Director“As consumers become more aware of and concerned about their

33、 privacy,blockchain will become a bigger part of the marketing landscape.Blockchain will help marketers provide consumers with more control over their data by allowing them to decide who has access to it and how it can be used.”Senior Optimization SpecialistIn particular,several marketers predicted

34、the growth of the metaverse,AR(augmented reality)and VR(virtual reality)in the new year.“The digital world will take a big step into the future as metaverse ad building starts to shape up.”Media Strategist“Retailers will get serious about showing up in the metaverse.”Assistant Media Planner“Virtual

35、reality will become more mainstream in advertising and promotions.”Senior Account Director“Virtual reality will take the lead in marketing trends.”Strategy DirectorSeveral marketers mentioned the growth of immersive user experiences.“In-store experiences will become even more immersive.”Media Coordi

36、nator“2023 will see the continued development of immersive shopping experiences.”Media Specialist“Improving user experience across devices will also be a big thing as consumers look for a better user experience.”Senior Account Manager“Marketing goes experiential-out of home comes back,virtual experi

37、ences are more prevalent,too.”Media Supervisor39.1%CAGREstimated global growth of the metaverse market between 2022 and 2030 Source:Verified Market Research15%CAGR Estimated growth of the global VR(virtual reality)market between 2022 and 2030 Source:Grand View Research41.5%CAGR Estimated growth of t

38、he global AR(augmented reality)market between 2020 and 2030 Source:Market Research Future(MRFR)44.9%CAGR Estimated global growth of the Web 3.0 Blockchain market between 2022 and 2030 Source:Grand View Research33.9%CAGR Estimated global growth of the NFT market between 2022 and 2030 Source:Grand Vie

39、w ResearchConclusionMarketing in todays rapidly changing world is clearly no small feat.If our survey data is any indication,marketers have their hands full preparing for dozens of challenges and opportunities in the new year.Between evolving consumer needs,emerging digital channels,and major indust

40、ry shifts,marketers must constantly be looking towards the future in order to stay ahead of the curve.In summary,marketers seem generally optimistic and excited about experimenting across a variety of efforts ranging from social media,to contextual and real-time marketing,to the metaverse.Its shapin

41、g up to be an exciting 2023 filled with plenty of change and innovation.As we move into new year,InMarket is here to help ensure you exceed your goals and drive success.Whether its by empowering you with the most robust,real-time consumer intelligence,or supporting the delivery of geo-contextual Mom

42、ents to your target consumers,or measuring and optimizing the impact of your advertising dollars,we are eager to help.To learn more about how InMarket can support you throughout 2023,contact us today.BUILDMEASURELEARNA U D I E N C E SA C T I V A T I O NA T T R I B U T I O NA N A L Y T I C SThe InMarket Offering From Impression to PurchaseCOPYRIGHT 2021.INMARKET MEDIA LLC.ALL RIGHTS RESERVED.CCPA COMPLIANTAs you embark on the year ahead,InMarket is here to help you every step of the way.To learn more,contact us today.