Top Marketing Trends of 2023

The biggest rebrands and refreshes of 2023 so far; As tech firms embrace AI, consumers remain wary — here’s what the numbers say; Retail media’s standardization race is heating up — what’s at stake?; The $1T question: Can brands navigate a state-led privacy landscape? View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive’s studioID How AI Streamlines Customer Profiling Mastering your brand’s ideal customer profile (ICP) can unlock new revenue streams. Learn how to use AI for ICP creation to refine message accuracy and expand revenue opportunities in this playbook.   Marketers ran the gauntlet in 2023 as a see-sawing economy, culture wars, labor movements and global conflict disrupted public sentiment. Even exciting new opportunities like generative artificial intelligence came with a side of existential anxiety. The year in many ways served as an anticipatory moment rather than one of action. Cookie deprecation, now just weeks away, shuffled more dollars toward first-party data solutions. But with those shifts have come frustrations that are still in need of soothing. Challengers also emerged in 2023 to take advantage of a beleaguered old guard, including X, the platform formerly known as Twitter. Underlying the bumpiness was the increasingly fragmented nature of the business. There are more places to advertise than ever but consumers often feel just out of reach, at the beck and call of algorithms versus something handcrafted. Below, revisit Marketing Dive’s biggest trends pieces from a period defined by transition. These stories might help you see around 2024’s corners as the year is primed to be eventful with the upcoming Olympics and presidential election.  And to support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76 Peter Adams Senior Reporter, Marketing Dive Twitter | Email Deep Dive Brand backlash: Are 2023’s epic marketing fails part of a bigger problem? High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.” The biggest rebrands and refreshes of 2023 so far In an otherwise muted year, brand refreshes could lay the groundwork for a marketing resurgence once short-term uncertainty eases. As tech firms embrace AI, consumers remain wary — here’s what the numbers say Over half of Americans believe AI companies should mitigate the tech’s risks, but the vast majority do not trust them to do so, according to Ipsos research. Deep Dive Retail media’s standardization race is heating up — what’s at stake? Calls for industry unity are growing as marketers stamp their feet about its fragmentary state, but the push for shared best practices faces an uphill battle. The $1T question: Can brands navigate a state-led privacy landscape? Panelists at the IAB Public Policy & Legal Summit discussed how marketers can comply with a patchwork of state data privacy legislation in the absence of a federal solution. Deep Dive How legacy beauty brands are aging down to reach Gen Z Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook. What Apple’s iOS 17 privacy shift means for marketers The addition of Link Tracking Protection could make it more difficult for advertisers to track campaign success. Deep Dive ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark. Deep Dive Mythbusting the JIC, weaponizing the MRC: What’s up with measurement? Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role. Deep Dive Will metaverse marketing survive the current tech rout? Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.

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