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.
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