Marketing Trends to Look Out For in 2023
With each new year comes an opportunity to reflect on the past 12 months – what went well, what didn’t, and what we might do differently in the future. As well as looking backwards, the beginning of a new year is also an important time to look forward and think about what the year ahead might hold.
One topic on many marketers’ minds as we enter 2023 is how the marketing world will evolve over the next 12 months, and what key trends we may want to consider as we begin to realise our marketing strategies for the year ahead.
In a recent poll, we asked CIM Midlands LinkedIn and Twitter followers what they think the top marketing trends will be in 2023 and the answer was clear, with community building, sustainability and AI being top of the agenda.
Below, some of our Midlands Regional Committee members share the trends they’re planning to include in their marketing mix this year, their biggest takeaways from the Covid-19 pandemic, and the advice they’d give to those who are considering marketing as a career.
Rachael Mabe, Chair | Contact Rachel on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
As an educator, I’m really interested in emerging trends. One area that is on my radar has been termed ‘Conversational Commerce’ - the intersection of messaging apps and shopping. Dark social channels have traditionally been more complex areas for marketers to navigate, so I’m keen to look at examples of brands who are doing this well. I’m also continuing to research sustainability and how this is both influencing the marketing profession and being taught to marketing students at UK universities. Brands are increasingly taking a customer approach which is sustainable and purposeful, and it’s important that everyone in the profession contributes to this and what this looks like in real terms.
What has been your biggest marketing takeaway from the Covid-19 pandemic?
My biggest takeaway is that, whilst the Covid-19 pandemic has accelerated many areas of digital and online marketing, and whilst customers want personalisation and a simple and seamless experience is vital, relationships with other humans are still just as important for brand building and connections. Brands which have invested in omnichannel platforms, which consider customer experience at every touchpoint, are reaping the benefits of this investment.
What advice would you give to anyone who is currently considering marketing as their career?
Do your research – familiarise yourself with the CIM Marketing Competencies, these will give you a good idea of the types of careers on offer and the skills and experience you might need. I’d also actively try to connect with people in the sector, using the CIM’s mentoring service or through joining the CIM Marketing Club.
Di Tunney, Vice Chair – Communications | Contact Di on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
I think we are about to see a digital revolution with the emergence of Web 3.0. Large digital companies have been building the infrastructure for a few years now and it will radically change the way that we communicate and interact with our customers. There will be wide use of AR and VR and we will be able to offer exciting online immersive experiences of our products and services to customers wherever they are located. Learning the skills of using immersive technology (like the Metaverse) will be a priority for my business over the next 12 months
What has been your biggest marketing takeaway from the Covid-19 pandemic?
The ability of businesses to adapt or even pivot quickly in difficult circumstances and continue to provide customers with what they need. It was challenging but it has given rise to a lot of innovative thinking and better use of technology to make business operations and communications more efficient now and in the future. It has also demonstrated how productive remote working can be and how this opportunity can be used to provide better customer service.
What advice would you give to anyone who is currently considering marketing as their career?
Post-pandemic marketing has become more important than ever, so it is a great career to pursue! Digital marketing is evolving very quickly, so becoming proficient in these skills will be very important. But most important for anyone entering marketing as a career will be to focus on the human elements within digital marketing and to be able to personalise it in a meaningful way. This starts with being able to develop a very clear understanding of the target audience and be able to see things from their perspective. Customers now have high expectations of marketers and expect a seamless online and offline experience, so anyone entering the profession will need to approach it with this in mind and be able to deliver both effectively.
Chris Lewis, Vice Chair – Events | Contact Chris on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
Anything which improves the consumer interaction with any of my clients is on the marketing calendar for 2023, and it is primarily about doing what we are currently doing but better, rather than behaving like magpies with new, shiny (often digital) things! So as an example, with email marketing, improving with better segmentation of emails, more AB testing, better interpretation of metrics, and so on.
What has been your biggest marketing takeaway from the Covid-19 pandemic?
That life is fragile, and if you can be happy, fulfilled, and healthy, the rest is chicken feed! Now from a marketing perspective (!), the sniff of home working (with less travel, more time and balance with home life) is definitely a dynamic employers are looking to extend into 2023 and beyond.
What advice would you give to anyone who is currently considering marketing as their career?
Speak to as many people as possible who are already in marketing to get a feel for which aspect of marketing you would like to work in. Try and get some work experience to put on your CV. Get a LinkedIn profile and network both on and offline. Most importantly, be brave! There will be lots of people like you looking for a good marketing role; these jobs will be offered to someone, why should it be you? Have a good think about what makes you a great candidate and differentiates you from others (good luck, too!)
Katerina Pickup, Communications Ambassador | Contact Katerina on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
2023 is going to be quite a year for marketing and I’m excited for it. By now, we are experts in predicting the next crisis and already having a plan in place for it, as our boss nervously stands at our office door looking for ideas, comments, and reassurance. How long will the next PM last? How will markets react to the next mini (maxi) budget?
The most burning issues my industry (construction) faces today are labour shortage, communication, and cash flow. My 2023 marketing efforts will therefore focus on engagement with local colleges to help develop our workforce. One of my big priorities for 2023 is also improving internal communication using staff newsletters, noticeboards and team building activities. 2023 is not going to be an easy year for businesses and everyone needs to come together. Communicating our purpose and our values will be more important than ever. Our pricing will also come under scrutiny; we’ll be looking to our suppliers for discounts and offers but also offering new, exciting promotions to our customers.
Last but not least, you’ll be seeing much more video content on our channels in 2023. Short product demos, interviews with staff, showroom walkthroughs. While we are doing a video shoot with a hugely talented creative agency, most of our videos will be done in-house, where we would do a still photo post in the past. With some 41m regular YouTube users in the UK, it's a party we don’t want to miss!
What has been your biggest marketing takeaway from the Covid-19 pandemic?
The past two years have been possibly the most volatile time for businesses our generation remembers. From the aftermath of the global pandemic, the ongoing climate crisis, cost of living crisis, war in Europe, a new monarch, and also several U-turns in British politics that sent shockwaves through the markets. Marketers are busy working out what the next crisis means for their organisation and it’s no wonder many feel frazzled by the never-ending changes in the external environment, vastly outside of their control.
Yet we have seen some of the most powerful marketing campaigns right in the middle of all this turmoil. Marketers who have acute understanding of their customers and their customers’ needs are the winners. Consumers today expect brands to go beyond the obvious, they expect us to engage on wider issues such as ecology, political and societal issues, and equality and diversity, to name just some. Campaigns like John Lewis’ ‘The Beginner’ Christmas ad are a long departure from their traditional messaging. They consider carefully what matters to their customers. And the results are spot-on.
The takeaway for me is to invest time in getting to know your customers. Answer the phone for sales, meet customers in your showroom, go pick up the phone and ask about their experience with your organisation. Do whatever you can to see things through their eyes, so you understand their new needs and offer new solutions to them.
What advice would you give to anyone who is currently considering marketing as their career?
Marketing is an excellent choice of a career. For me, the versatility of the marketing profession has proved priceless. I am a military wife and have moved internationally twice in the past five years. Your marketing qualification, particularly if you have a CIM professional qualification, will be recognised and highly rewarded everywhere you go.
My advice would be, learn and never stop! Keep working towards the next goal, the next qualification, the next CPD year, the next membership level, Chartered status. Set your goal and do it. As Walt Disney said, ‘if you can dream it, you can do it’! I started 2022 with determination that I would achieve Chartered Marketer and Fellow Member of the CIM by September (a big birthday required big ambitions, you know…!). I passed Chartered in May and then, on 31 August, I received the long-awaited email informing me that I have been elected Fellow. Good things happen when you dream big and yes of course, work hard. You can’t dream then go… watch Netflix! There are thousands of talented marketers out there. Do whatever you can to make yourself stand out.
Clare Bayley, Event Ambassador | Contact Clare on LinkedIn
What has been your biggest marketing takeaway from the Covid-19 pandemic?
The biggest marketing takeaway for me was the move from face-to-face activities to virtual, such as events. It’s amazing to see how adaptable the virtual format is and how it can support new business and growth. Some of these tools are definitely with us for the long term. In addition, we tailored our content to suit the times we were in, to provide support for our clients and for businesses to manage within the turbulent times we were, and still are, experiencing.
What advice would you give to anyone who is currently considering marketing as their career?
If considering marketing for a career, my advice would be to get some work experience initially and then, when studying, try to get as much related work experience as possible. Always follow your gut, you will know if it is the right fit for you! Finally, network, make new connections and stay in touch, as you never know where those relationships might help in your career.
Ami Sandhu, Vice Chair - Education | Connect with Ami on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
The cost-of-living crisis means we have a smaller budget to work with and will need to think more about sensitivity and personalisation.
What has been your biggest marketing takeaway from the Covid-19 pandemic?
The pandemic has definitely carved a new way for remote working. The idea of having your teams in the office in one location to be productive and effective has been completely reversed. My teams are now based all across the UK and even outside the UK and are more efficient than ever.
What advice would you give to anyone who is currently considering marketing as their career?
Marketing is an industry that combines creativity, strategic thinking, and analysis. The beauty of looking for a career in this sector is that there is always something for everyone. If you want to create waves with memorable brands or try and change behaviour through effective campaigns, you will not be disappointed. My teams consist of individuals who have moved across from several sectors such as Law, Engineering, Accounting and Retail.
Gemma Smith, Communications Ambassador | Connect with Gemma on LinkedIn
What new marketing trends are you planning to include in your marketing mix in 2023?
Working for a professional membership organisation, I’m interested in finding new ways to create a sense of community in an increasingly digital world. Online community platforms are a fantastic starting point; increasing and maintaining engagement, as well as facilitating connection and conversation in other, more unexpected spaces, is something I’ll be working on in 2023. I’ll also be keeping an eye on the increasing focus on sustainability in marketing, both in terms of how we as marketers can support our organisations with the sustainability challenges they face, and how brands are authentically, and transparently, communicating their ‘green credentials’.
What has been your biggest marketing takeaway from the Covid-19 pandemic?
Prior to the pandemic, much of the value we delivered for our members was through face-to-face experiences, such as conferences, events, and training courses, and we had to adapt quickly to ensure we continued to support them when in-person connection was no longer possible. While nothing quite compares to face-to-face interactions, we were able to successfully replicate many of the experiences our members value so highly in online environments. As well as being a crash-course in agile working, this also showed me what’s possible when you’re pushed to do things differently.
What advice would you give to anyone who is currently considering marketing as their career?
Don’t be discouraged if you don’t have any formal marketing qualifications or experience – some of the most creative marketers I know are those who didn’t initially set out to work in this field. If you’re passionate and willing to put in the effort, you can create a fantastic marketing career no matter your background. Being part of a professional membership body like CIM is incredibly valuable, as it gives you the opportunity to meet and connect with so many other marketers that you can learn from or call on for advice and mentoring as your career evolves. CIM also has a whole host of useful resources that can help you build your knowledge and develop your skills to set you up for success at every stage of your career.