Keeping up with industry trends builds an understanding of how to be most effective. Applying this knowledge to a marketing plan helps companies stay ahead of the curve, as it enables marketing messages to be the most engaging for the target audience.

While data-driven campaigns and sustainability slogans maintain popularity and effectiveness, these 4 emerging trends are expected to strongly influence marketing strategies this year:

1. New Generation of In-Person Events

After years of virtual work, businesses are returning to in-person events to gain customer loyalty and brand awareness. In 2023, businesses recognize the value of face-to-face communication in converting leads and establishing customer relationships. These personal contacts are especially important in B2B marketing. Online networking does work, but the charm of an offline exchange cannot be underestimated in driving business growth.

This new generation of in-person events is shaped by the lessons learned from virtual work. Events now blend virtual and in-person elements, incorporating both immersive experiences and tools to analyze results.

2. “Inclusive” is the New Marketing Currency

Inclusive marketing considers diversity in all forms and recognizes that the target audience includes people from all over the world.

Global conversation on diversity, equity, and inclusion (DEI) continue to increase in 2023. Marketers believe that championing DEI increases social relevance for companies and their respective brands. Inclusive marketing strategies can help brands connect with new audiences.

3. The Rise in Podcast Consumption 

Podcasts are rapidly finding their way into the ears of consumers globally. According to statista.com, podcast listeners grew from 332 million in 2020 to an estimated 424 million in 2022. This figure is predicted to surpass 500 million by 2024.

This surge in podcast adoption can be seen across Europe and the US, with a growing demand for audio-streaming content. Listeners enjoy a seamless experience when the host integrates ads in the show instead of using pre-recorded ads. Podcasts are an effective platform for marketing, as it can raise awareness among specific audiences.

4. Use of Data to Understand the Customers’ Intent 

The use of data to reach the target audience will continue in 2023. However, data analytics will go deeper into identifying “what” customers want. Data will be used to understand the target market’s intent. What are they trying to solve? What are their goals? Why should they care about your brand?  It connects deeper to the “why”.

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