The 6 Biggest Marketing Trends Entering 2023

&Marketing, and marketing, outsourced marketing strategy

Written By Rajat Kapur

As I speak to business owners + marketing leaders, I’m always trying to keep a pulse on trends. Broadly, there are some macro business trends around economic uncertainty (duh!), inflation, supply chain, and data.

6 Marketing Trends Entering 2023

Let’s focus on what’s happening in the marketing industry. Since the landscape is constantly evolving, the trends that I’m seeing are a mix of old and new. Marketers will need to stay ahead of the curve to remain competitive. I’ve tried to identify the top 6 trends that will be driving the industry in 2023 and beyond.


Artificial intelligence (AI) and Machine Learning (ML) can be used to automate many marketing tasks, such as customer segmentation, content personalization, data analysis, and predictive analytics. This will allow (force!) marketers to focus on strategic tasks, such as developing creative campaigns, optimizing customer experiences, and making better decisions to increase ROI. Are you at least exploring AI/ML’s role in your marketing?

Data & Insights

The use of data-driven marketing will only increase in importance. Data-driven marketing informs better decisions, such as which channels to use, which audiences to target, and most importantly how to beat competitors. Everyone says they use data – but are you using it to make better decisions?

Social is Evolving

Social media will continue to be a major trend in marketing. Social media platforms such as Facebook, Instagram, LinkedIn, TikTok (and what about Twitter?) are powerful for connecting with customers and building relationships. Marketers use these platforms to engage with customers, promote their products and services, and build brand awareness. It’s more than just a content distribution channel. How are you evolving your social plan?


Video will continue its surge. It is an effective way to engage with customers and build relationships. Marketers can use video content to showcase their products and services, tell stories, and create an emotional connection with their audience. Are you behind because you’re not using video?


Influencer marketing involves leveraging the influence of well-known people across industries (not just social media) to drive credibility. Influencers can help to build brand awareness and trust, as well as drive sales. This is not just a B2C phenomenon on TikTok and Instagram… it’s happening all around in B2B as well. Who influences your prospects?

Data Privacy

Data privacy will continue to be a thorny topic. Companies no longer have free reign to use data to target customers, and there will continue to be a backlash on companies that overstep ethical boundaries. Are you evolving fast enough?

These are just a few of the major trends I’m seeing. How are these impacting your business? What is missing?

About Rajat Kapur

As the Founder & CEO of &Marketing (, Raj and his team strive to provide growing businesses unparalleled marketing strategy and execution services. Raj has more than two decades of experience in B2B and B2C marketing, sales, & strategy. He has led nearly 100 high-profile marketing strategy projects for Global 100, mid-sized clients, and SMBs, plus over a decade with General Electric and General Mills. He is a sought-after advisor and facilitator, with experience across five continents. He is known for bringing the best of ‘big company’ marketing and strategy to smaller companies without the baggage, his bias for practical implementation, and his unrelenting customer focus

About &Marketing

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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