7 Marketing Trends & Opportunities for 2023 (#81)

TL;DR

The seven marketing predictions for 2023 call for prioritizing YouTube, adapting content to AI-driven discovery, and diversifying advertising beyond Google and Facebook. Kipp Bodnar and Kieran Flanagan also anticipate newsletter growth, declining traditional email performance, a larger Microsoft role through OpenAI, and greater brand experimentation with NFTs and platforms such as Ethereum and Polygon. Read on for the specific opportunities and recommended marketing priorities.

Transcript

(upbeat intro music) - Hey gang, welcome to another episode of Marketing Against the Grain, your show for marketing minded people everywhere. I'm your co-host Kipp Bodnar, I am joined as always by my co-host Kieran Flanagan. We have an amazing show today for everybody, we are talking about predictions for 2023. So this is our predictions for what i... Read More

Key Insights

• TikTok is expected to face regulation in 2023, which might slow its growth temporarily but benefit YouTube as the leading video platform.
• AI, particularly ChatGPT, will disrupt traditional educational content and search methods, pushing companies to offer unique proprietary data and viewpoints.
• Google and Facebook's advertising dominance is waning, with other platforms like Amazon, Netflix, and TikTok gaining traction.
• The role of digital marketers is evolving, requiring more creativity and adaptability across diverse advertising platforms.
• Email newsletters will continue to grow, but traditional email marketing performance is expected to decline.
• 2023 is anticipated to be a challenging year, requiring marketers to focus on optimizing existing strategies rather than launching new ones.
• Microsoft is entering the search and marketing space more aggressively through its partnership with OpenAI.
• NFTs and blockchain platforms like Ethereum and Polygon may see increased adoption as brands explore decentralized strategies.

Questions & Answers

Q: What are the seven marketing trends and opportunities predicted for 2023 in Marketing Against the Grain episode #81?

The predictions cover TikTok regulation and YouTube growth, AI disruption of educational content and search, advertising beyond Google and Facebook, the changing role of digital marketers, newsletter growth alongside weaker traditional email marketing, a focus on optimizing existing strategies, and greater experimentation with decentralized technologies. Microsoft’s partnership with OpenAI is also identified as an important development in search and marketing.

Q: How could TikTok regulation affect video marketing in 2023?

Kipp Bodnar predicts regulation affecting how TikTok captures and shares data, with short-term effects on its advertising, algorithm, and user experience. He expects this to slow TikTok’s growth temporarily and push some people toward other platforms, especially YouTube.

Q: Should marketers prioritize YouTube or TikTok in 2023?

The recommendation is to be YouTube-first while treating TikTok and other video channels as secondary. YouTube is described as the dominant video platform, with long-form video offering strong advertising and monetization value while the platform also adds short-form content.

Q: How will AI affect educational content marketing?

Kieran Flanagan predicts that AI will disrupt and saturate educational assets such as blog posts and eBooks, reducing the distinct value of easily replicated content. Companies will need stronger points of view, proprietary data, and content that adds to or starts conversations.

Q: How could ChatGPT change search and content discovery?

The episode anticipates that ChatGPT will change how people discover, refine, and interact with information by offering concise answers and a search-assistant experience. This could challenge conventional search behavior and require marketers to adapt to AI-driven discovery.

Q: How is the advertising landscape expected to change?

Google and Facebook are expected to become less dominant as advertising expands across platforms such as Amazon, Netflix, and TikTok. Marketers will therefore need creative strategies that work across multiple channels instead of relying primarily on Google and Facebook.

Q: What is the outlook for email marketing and newsletters?

Email newsletters are expected to keep growing because they can deliver valuable content to focused audiences. Traditional email marketing centered on promotions and discounts is expected to decline in performance, while newsletter-led strategies may sustain engagement better.

Q: How should marketers operate during a challenging 2023?

The speakers characterize 2023 as a “year of the grind” and recommend improving existing channels and strategies rather than emphasizing entirely new initiatives. When marketers do start something new, they should favor efforts capable of producing an impact within three to twelve months.

Summary & Key Takeaways

• In 2023, TikTok is predicted to undergo regulation, potentially slowing its growth but benefiting YouTube's dominance in the video platform space. This shift suggests that marketers should prioritize YouTube over TikTok for video marketing strategies.

• AI technologies, particularly ChatGPT, are expected to disrupt traditional search and content marketing. Companies will need to focus on proprietary data and unique viewpoints to stand out in a landscape where AI commoditizes educational content.

• The advertising landscape is diversifying beyond Google and Facebook, with platforms like Amazon, Netflix, and TikTok gaining significance. This shift demands marketers to adapt and leverage multiple advertising channels for better performance.