The Convergence of Black Friday and Digital Media Trends: A Look into 2023

Gina Martinez

Hatched by Gina Martinez

May 31, 2024

4 min read


The Convergence of Black Friday and Digital Media Trends: A Look into 2023


As we approach the year 2023, it is essential for businesses and marketers to stay ahead of the curve by understanding the prevailing trends that will shape the landscape of Black Friday and digital media strategies. In this article, we will explore the top seven trends that will dominate both domains and provide actionable advice for CMOs to adapt successfully.

1. The Rise of Connected TV:

With an estimated 87% of US households projected to use connected TV by the end of 2023, CMOs must integrate traditional TV commercials with digital ads optimized for connected TV platforms. Collaborating closely with media partners to identify effective ad formats and placements will enable businesses to reach their target audience in a comprehensive manner.

2. Privacy and Data Regulation Take Center Stage:

As privacy concerns continue to grow, CMOs need to prioritize data protection and adhere to evolving regulations. Implementing robust privacy policies, obtaining explicit user consent, and investing in secure data storage and processing systems will ensure consumer trust and maintain brand reputation.

3. The Emergence of 5G Technology:

The widespread adoption of 5G technology will revolutionize the digital landscape, offering faster internet speeds and lower latency. CMOs should leverage this opportunity by creating immersive and interactive experiences, such as augmented reality (AR) and virtual reality (VR) campaigns. By embracing 5G, brands can captivate their audiences and stand out in the crowded digital marketplace.

4. Influencer Marketing: A Growing Powerhouse:

Influencer marketing has gained significant momentum in recent years, and this trend shows no signs of slowing down. By 2023, it is estimated that $6.16 billion will be spent on influencer marketing. To harness its potential, CMOs must carefully select influencers aligned with their brand values and objectives. Additionally, implementing robust measurement frameworks will allow businesses to evaluate the effectiveness of their campaigns.

5. The Expansion of Voice Search and Virtual Assistants:

The convenience and accessibility of voice search and virtual assistants continue to reshape consumer behavior. CMOs should optimize their digital content to cater to voice-based queries and capitalize on the growing popularity of devices like smart speakers. Crafting conversational and contextually relevant content will enhance brand visibility and improve user experiences.

6. Cross-Channel Marketing for Maximum Impact:

In 2023, cross-channel marketing will be more important than ever. CMOs need to integrate their marketing efforts across various platforms, such as social media, email marketing, and offline channels, to create a cohesive brand experience. By leveraging customer data and analytics, businesses can personalize their messaging and drive higher engagement and conversions.

7. The Emergence of Extended Reality (XR):

Extended Reality (XR), encompassing AR, VR, and mixed reality (MR), offers immense potential for brands to create immersive experiences. CMOs should explore innovative ways to incorporate XR into their marketing strategies, such as virtual try-ons for retail products or virtual tours for real estate. By embracing XR, businesses can differentiate themselves and provide unique value to their customers.

Actionable Advice:

  • 1. Embrace data privacy and regulation: Ensure compliance with data protection regulations, prioritize user consent, and invest in secure data management systems to build consumer trust and safeguard brand reputation.
  • 2. Collaborate with influencers strategically: Carefully select influencers aligned with your brand values and objectives. Establish key performance indicators (KPIs) to measure the impact of influencer campaigns and refine your approach accordingly.
  • 3. Leverage immersive technologies: With the advent of 5G and the growing popularity of XR, incorporate AR, VR, and MR experiences into your marketing strategies. Create interactive campaigns that captivate audiences and provide unique value.


As Black Friday and digital media trends converge in 2023, CMOs must navigate the ever-evolving landscape to stay competitive. By embracing the rise of connected TV, prioritizing privacy and data regulation, capitalizing on 5G technology, leveraging influencer marketing, optimizing for voice search and virtual assistants, implementing cross-channel marketing, and exploring the potential of XR, businesses can position themselves for success. By implementing the actionable advice provided, CMOs can adapt their strategies, engage their target audience, and drive meaningful results in the dynamic world of Black Friday and digital media.

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